I looked through the plan. They had made assumption after assumption about the services offered, sources of revenue, their ability to enter alliances with traditional brick-and-mortar businesses and organizations to form the crucial referral networks, the potential fees and charges. Lenny must have been uncomfortable with those leaps of faith, but the plan also laid out a timetable that identified both the crucial steps and what they hoped and expected to learn at each stage. They were candid and detailed about what they didn't and couldn't know at this point, and they identified how they
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