Writers write, sprinters sprint, founders fail. Failure is our most common outcome as builders. In 2001, in the days of Blue Screen of Death, I ran into a personalized edition of the screen. Reboot is my story.

In search of the X factor that makes products great. Process? Mindset? Both? A look through nuances of personas, segment and feature selection, trials, conversions, validation, traction, scale and product market fit. From one builder to another.