Don't Normalize Mediocrity

When coming up with goals for your business, it’s a disservice to adjust it down to make everyone—employees, investors, yourself—feel better. There are important goals like staying alive, raising your next round, or seizing the opportunity that are the cold reality of markets that you can only temporarily avoid. While showing progress is important, it’s easy to normalize mediocrity if you’re not careful which is much worse for the company than having to tell your investors you are not meeting the goal.

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