Dr Frederik G. PferdtFrom Stanford & Google — To You

"Soon" is the most expensive word. Here is why.

14 Apr 2026 · 1 min

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A Stanford student had a solid startup idea after two years of research but kept saying "soon." Dr. Frederik G. Pferdt argues the word masks endless refinement. His fix: pick one small version and launch it within a week, even as a rough draft, because waiting for perfect never comes.

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I had a student at Stanford. Really sharp guy. Great idea. 2 years of research behind him. And every time we talked, I could see it. This thing was ready. So one day I asked him, "When are you launching?" And he looked at me and said, "Soon. I just want to get a few more things right." That was 3 years ago. The company still doesn't exist. I wrote my book. I know what it took. It didn't take more knowledge. It didn't take more research. It didn't take more time to get ready. It literally took time to sit down and start again and again until it existed. Name the one thing you already know you should do. The thing that's been waiting. Don't refine it. Don't optimize it. Just do one small version of it this week. Send the draft. The future doesn't wait for the perfect moment.
It starts the moment you do.