How do you get through to people who are combative towards coaching? ** If you knocked it out of the park on your first design iteration, you are the best there is ** If we don't tell you now, the market will tell you later ** Sometimes you don't go to market. ** Our main goal here is finding the right products to take to market ** It's about the right resources at the right time ** You are not Nike ** Even Nike at the beginning took calculated risks ** You need one traction point ** The example I always like to use is Apple ** The iPod was the turning point for Apple ** A lot of features were rolled into the iPhone ** We have to take calculated risks ** We are not selling the movie poster ** They have to be open to the risk reward paradigm ** We are not guaranteeing success ** You have to be passionate about it ** True entrepreneurs don't put money first. It's freedom.