Getting a new thing off the ground - going from 0 to 1 - is invariably harder than it looks. And 1 is invariably a much longer way out than we think.

In those early days we're probably working in increments of 0.0001 rather than 0.1.

From Zero features guidance and fuel to keep your dial moving towards 1 - even when it feels like the hills are steep and the road is rough.

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