Climb higher, carry more, keep moving

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Reality Check: Every step up adds weight to your load — users, promises, burn rate. Climb too fast without building muscle and gravity will rips you off the wall. (Metaphorical “weight,” folks; if you’re counting calories, relax.)

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Two Ladders, One Upward Spiral

  1. The Execution Ladder – the work you fully control.
  2. The Evidence Ladder – the market signals that prove anyone cares.

The climb is a dance between the two — you ship → you learn → you adjust → you repeat.

The 5 Load-Bearing Rungs

Rung Execution Evidence Added Load Founder-Fit Reps
1 — Show Up 10 focused hrs/wk Public schedule 0 kg Time blocking, habit tracking
2 — Ship Weekly deliverable Live artifact to prospects +5 kg self-doubt Ship cadence, feedback loops
3 — Signal 30 discovery calls/mo ≥5 pilot requests +15 kg external expectations Interview discipline
4 — Exchange 10 sales asks/wk First $ or LOI +30 kg paying customers Objection handling
5 — Scale Proof Weekly growth tests ≥10% MoM KPI lift +50 kg compounding stakes Experiment design

Skip reps? The untrained hand loses it’s grip.

Linger too long? Momentum stalls, weight increases, time takes it’s toll.

Pivot? Drop back to the first rung your new thesis satisfies and sprint up again. It’s an upward spiral, not a straight chute.

Cheat Code: Wise Execution