In my experience entrepreneurs are usually optimistic; they see opportunity where others see obstacles. They are also aspirational.

And as a result many entrepreneurs confuse goal setting with creating strategy.

Last weekend I was skiing with my four-year-old daughter Zara and we rode on the T-bar for the first time for her. On the way back to the car Zara was pumped. “This morning I didn’t even know what a T-bar was” she exclaimed, “And this afternoon I rode on one!”

Google has a cafeteria and you can get free breakfast there if you work there. They also have pool tables and slides.

When enjoyment drops, performance follows. Everyone has a different threshold for how long they can maintain performance before enjoyment drops.

For me it was four years working 14-16 hour days, seven days a week.

Launching a product or service to capitalise on a gap in the market is straight out of the syllabus of an MBA, it’s business 101. But it rarely works.

Why?

Because ‘why’ is missing.