2: Fire

• Microsoft founders had a first failed startup analyzing traffic data

• Move forward sooner than later

• If you don't know how to succeed then start by failing

• 9 failure mindset

• Can try to get it right or purposely get it wrong

• Make an attempt, find a flaw, fix it, repeat

  • Defects are not identifiable until they exist

  • Particularly important for writing

• Find the right question to the wrong answer

• Have a bad day and reflect upon it

• Explore extremes and exaggerate