One of the main differences between SaaS companies and traditional embedded systems companies is their primary focus. Traditional companies tend to focus on the predeployment phase, so before the product is put in the hands of customers. SaaS companies focus on the post-deployment phase, measuring how customers use the product and then using DevOps, A/B testing and other techniques seeking to improve the product continuously. This means that traditional companies focus excessive amounts on planning and often look at SaaS companies as unprofessional “lucky go happy”. The problem is that all planning takes place in a bubble of unvalidated assumptions and guesses that tend to become strongly held beliefs in the company, even if there is no evidence whatsoever that the customers and markets actually behave in the way that we assume. The same is often true in our personal life. We want to achieve a certain outcome, but rather than simply doing, we start planning. And never get out of that phase. Rather than “ready-aim-fire”, it’s sometimes better to just “ready-fire-aim”, assuming that you can shoot again. At least you now know where the first shot landed. So, to reflect on over the weekend: where in your life should you stop planning and start acting?