We all want evidence before we execute.

But execution is the only way to get evidence.

We think we’re being thorough.

We’re actually paralysed - fear dressed up as diligence.

I’ve seen this everywhere:

In boardrooms where teams debate go-to-market for 6 months… and miss the market entirely.

In startups stuck in “research mode” until the funding dries up.

In product teams rewriting the same slide deck while competitors ship and learn.

Here’s the thing:

The evidence you’re waiting for? It doesn’t exist yet.

It only shows up after you act.

Most teams think the process looks like this:

Evidence → Confidence → Execution

But the ones who win do this:

Execution → Feedback → Evidence → Adjust → Repeat

They learn on the move.

Not in the meeting room.

Here’s what that looks like in real life:

You test your pricing in 3 live deals - not on a spreadsheet.

You drop a prototype in front of real users - not another internal review loop.

You launch something half-finished - because finished never arrives.

You go to the country you want to expand to - and have as many conversations as possible.

Still waiting for the risk to disappear?

It won’t.

If your ideas survive getting punched in the face by the real world - you’re onto something.

If not?

Congrats. You just got the evidence you were waiting for.

What else would you add?