Instead, he asks them what success would look like over the next few months. And he asks them for specifics. That conversation allows him to sit down with the founder and set performance benchmarks that would signal that the company was heading in the right direction. Then, they agree when to revisit those benchmarks and, if the venture is falling short, to have a serious discussion about shutting it down.
If someone doesn't have kill criteria, this is a way to create them in the midst of failing without losing their identity
