Shipulski On Design

Archive for March, 2026

There is no such thing as losing time.  Time doesn’t reverse itself, at least outside the theoretical physics textbooks. We can spend time on things that will never go anywhere, but that’s wasted time, not lost time. The trick with this type of project is to learn that there’s a fundamental constraint BEFORE running the full project.  Here’s a rule:

If there is a fundamental constraint that blocks the project, work on a different project.

We can work on projects that generate zero customer value, but, again, that’s wasted time, not lost time. The trick with projects that deliver zero customer value is to verify there IS customer value BEFORE running the full project.  Here’s a rule:

If the project will not deliver customer value, work on a different project.

But, to be clear, it is insufficient to demonstrate that the project might deliver customer value.  You must demonstrate that the project delivered customer value.  You should now ask me, “Mike, how can we demonstrate the project delivered (past tense) customer value before we run the project in full?”  The answer is to demonstrate traction.  Traction is objective evidence that the customer spent time and energy in ways that are surrogates for “buying” the offering.

If you create a one-page sales tool, show it to a customer, and they want to buy five, that’s traction.  If, after you show them the one-pager and ask for a $200 deposit, and they give it to you, that’s traction. If you make a non-functional prototype, show it to a customer and describe how it helps them make progress, and they want to buy the prototype, that’s traction.

While, as I said, there is no such thing as losing time, there is another way to think about things that is, I think, closer to losing time.  When you use all your resources to do project A, you lose the opportunity to spend your time on project B. When you do a project that will never launch, you lose the opportunity to spend your time on a project that will.  And when you do a project that delivers zero customer value, you lose the opportunity to spend your time on a project that delivers massive customer value.  This perspective, I think, is preferred because it forces a value comparison among all candidate projects instead of simply evaluating the value of a single project.

And timing matters.  There is a viable time window for each project.  You can be too early and smash your head on a viability window that has not yet opened, or you can start a project too late, and the viability window slams shut on your fingers before you can launch.  And in that way, you can lose out on a project’s viable time window.  This isn’t losing time in the strict sense, but I think talking through time windows is helpful.

Before running a full project, learn that there’s no fundamental constraint.

Before allocating significant project resources, demonstrate enormous customer value.

Before starting a project, assess the relative value of all the viable projects. Think opportunity cost.

Before going all in on a project, make sure the timing is right.  Think viable time window.

Image credit — Tsutomu Taksu

Things move at the speed of trust.  And when they don’t move, it’s because there’s no trust.

Talking about trust won’t make a difference.  Making trust makes the difference.

In fact, if you have to talk about trust, you probably don’t have it.

Building trust must happen before it’s needed.  And since you don’t know when you’ll need it, you might as well start building it today.

Sometimes it takes a lot of trust to tell someone what you know they don’t want to hear.

Ignoring people’s negative behavior can indicate that you don’t trust them enough to call them out.

Giving trust is a good way to accelerate its receipt.

Don’t tell people to trust you.  Tell them to watch you.

Trust is behavior-based.

Trust doesn’t require consensus, but it does require truth.

Relying on trust is risky, but it’s not lonely.

Image credit — Tom Lee

Slow down to go fast.

Progress over activity.

Effectiveness before efficiency.

Finish at the expense of starting.

Location is more important than destination.

See the system as it could be, not how it should be.

Brown field designs are real; green field designs are not.

What could go right is more important than what could go wrong.

Uncertainty is flexible, certainty is dangerous.

Learning before scaling.

People first.

Image credit — mhobl

Sometimes it’s difficult to believe in yourself.  Here is a three-step process to elevate your self-belief.

1. Find someone who believes in you.
2. Ask them why they believe in you.
3. Whatever they say, believe them.

What they tell you will be different than what you think of yourself.  They see you differently than you see yourself, and they have an eyeball-based justification for believing in you.  And you are not qualified to dismiss their justification. Their justification is grounded in your behavior. They watched what you did.  They watched you persevere through trying times. They watched you treat people with kindness and respect.  They watched you call out unacceptable behavior.  They watched you say the unpalatable when everyone else was thinking it but was afraid to say.

It may be difficult for you to believe them, but you must.  Their truth, their belief in you, is grounded in your behavior.  They believe in you because they watched you.  They have real examples.  They have personal experience.  Believe them.

And if you still don’t believe in yourself, repeat the process until you do.

Image credit — Wayne S. Grazio