Here’s what’s great and terrible about startups. Every day you work, theoretically, your company is a little bit better. You build a new feature. You test another marketing channel. Surely, you’re a little more likely to succeed today than you were yesterday. You can’t quit today because you didn’t quit yesterday and quitting today would be inconsistent given the progress you made.

I once spent ten years trying to get a startup to work that clearly wasn’t going to. And I’m just now finishing year one of another startup that will, in all likelihood, play out similarly.