23. Before We Begin Create two documents with your team before your next project: The pre-mortem and The rave Each unit of work we do can be considered a project—the next customer we serve, the product we launch, the call with investors … Imagine that the project fails. Let’s make a list, in advance, of all the things that went wrong. What didn’t work?

Remember, plans always get more complicated once they're put into practice — never less.

New priorities emerge, market forces change, and everything takes longer than you expect. Your plan needs focus — likely more focus than you might feel comfortable with.