Please note:This audiobook has been generated using AI Voice. This is a companion version & not the original book. Sample Book Insights: #1 As entrepreneurs, you must minimize the number of unknowns and navigate your team around the traps to the best of your ability. This is done on the front lines, not in the boardroom, where a strategy is set. #2 The consequence of being late is that you have less time to meander. Since businesses can get their products in front of so many customers using digital tools, the consequences of being slow are massive. #3 The Switchup approach is to leave your job and work the line at a restaurant, making minimum wage, to learn about the industry. This allows you to take the right amount of risk. #4 Before you begin your testing, create a game plan. Test your assumptions systematically and find answers to the things you don't know. Support your trench experience with desk research.