What won't you build?" has always been the most important
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"What won't you build?" has always been the most important question. Knowing what you'll say no to is always more useful than knowing what you'll say yes to. This is true with most everything. Who won't you hire? Which company or client won't you work with? Which ideas won't you go along with? What business isn't worth chasing? What optimization isn't worth the squeeze? Which table isn't worth sitting it? Which work isn't worth doing? Always know the no.