← Achraf ASH

On Urgency

Achraf Ait Sidi Hammou

Yesterday, I had an important call with my friend and co-founder about the future of our project. For the past couple of weeks I saw doubt creeping in the team, pace slowing down. We had to stop and address the elephant in the room: are we still into this or is it time to move on?

That’s where we realized that we haven’t asked this question earlier, but we should have. Because of it, we settled down somewhere along the way. As a matter of fact, we realized that we didn’t really made any progress over the last month.

So we set a much needed ultimatum:

By the 5th of February, if we fail to prove that this project has legs, we’ll pivot.

Most startups feel the urgency through:

But we don’t have these reminders that we are default dead. We need another way to remind ourselves every single day that if things don’t radically change, we’re fucked.