At the beginning, you’re in the sweet spot of all these charts (which, to be fair, we made up). You’re not attached to your ideas yet, so if they don’t test well, you’ll be flexible enough to fix or cut them. You’re in the perfect position to take advantage of that fast curve to 90 percent real, if you limit yourselves to building a façade. No plumbing, no wiring, no structural engineering. Just a façade.
