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Don't Start A New Business

Name: Don't Start A New Business
Uploaded: 2025-12-19T03:01:12+00:00
Duration: 46 s
Channel: Shanli Liu, CPA, CTP
Description: In this concise monologue, Shanli Liu, CPA, CTP, warns founders that they often launch new ventures to address secondary problems rather than the most…

19 Dec 2025 · 1 min

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In this concise monologue, Shanli Liu, CPA, CTP, warns founders that they often launch new ventures to address secondary problems rather than the most critical, high‑return challenge facing their existing business. She explains that avoiding the biggest, uncertain problem leads to incremental gains and a safe but limited business, while embracing the “big hairy” problem—despite its unknown timeline and outcome—is the source of outsized returns. The speaker emphasizes the need for founders to accept uncertainty, have faith in their ability to learn, and pursue the high‑risk, high‑reward path to achieve significant growth.

Chapters

People want to start a new business when they run into a problem that they don't know how to solve in their current business. And so rather than solve the most important problem that has the highest return, they're not willing to deal with that uncertainty and then decide to solve a second or third most important problem instead. And so the biggest threat to the business is the second and third reasonable problem to solve, which will give you incremental returns. Your wife won't bother you, your employees won't say this makes no sense, But the reality is you're not going to get the outsized return you want because you're not working on the big hairy problem. And typically those problems have uncertain outcomes in terms of how long it'll take for you to learn it and what'll happen once you do solve it. But that's where all the returns come, is from being willing to go into the things that you don't know how to do and have faith that you're going to figure it out.