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Exactly. I prefer to focus on what people like Steve Blank have said about creating a start up company. Better to think about how you are investing your time and resources in terms of customer discovery/validation (searching for a viable business model) and then customer creation/company building (executing on the business model). A lot of people conflate the two when thinking about the purpose of an "MVP" or just plain experiments to test assumptions - and as the poster is discovering there are consequences when you do.

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