The first question an innovator must answer is not “can I make it?” but rather, “should I?” This has become something of a mantra among CEOs I work with, as a needful protection against the gravitational pull of the organizational bureaucracy.

Bernard Arnault became the richest man in the world — surpassing Musk, Bezos, and Buffet — not by focusing on profitability, but by foregrounding desirability. We all should.

Many individual innovators, and the vast majority of organizations, expend far too many resources answering the illusive question, “Can it even be done?” Instead, they should invest a fraction of the effort to answer a simpler, more important question first.