The potential company-destroying problems—and the steps to mitigate them—went on and on. But listing them out, breaking them down, talking honestly about them, that’s what ultimately convinced investors that we really knew what we were getting into. And that we could make it work. Eventually, each of those risks became a rallying cry for the team—instead of avoiding them, we embraced them. We continually said to ourselves, “If it were easy, everyone else would be doing it!” We were innovating. The risks and our ability to solve for them was what set us apart. We would do something nobody else
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