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Finding the Fastest Path

I often ask myself how to make bigger steps in smaller amounts of time. There’s almost always a way to do things faster, but that doesn’t mean they’re going to be fast. The bigger the question, the more likely the path is to be a bit longer and slower.

But at every turn, I still ask if there’s a faster path to a destination. Identifying the constraints and assumptions will help illuminate where my business (or career, or relationship, or whatever) is most sensitive to changes.

Since I’m now building a content business, here’s what I wrestle with:


  • Producing content primarily created by one person
  • A 30 day sales cycle
  • Delivery handled primarily by one person
  • Limited previous media exposure
  • Limited history of content delivery


  • Our ideal buyer is a VP of Sales
  • Funded startups with expensive, technical, or highly regulated solutions need more sales help due to a longer sales cycle
  • Stronger differentiation is a key to early traction
  • Solutions that are faster-to-deliver increase likelihood of client acquisition
  • Delivering a variety of services deepens client value

That took just two minutes! Finding the fastest path – the opportunities that exist within the constraints and assumptions – is the real work, but at least there’s a good starting place.

The fastest path is sometimes obvious, but usually not. And sometimes the fastest path isn’t sufficiently fast to pursue an endeavor before starting. Most improtantly, the fastest path is the most efficient, but not necessarily fast.