Design is fundamentally iterative. It’s easy to see the right design in hindsight, but it takes raw numbers to get there: you have to throw away a certain numbe

Design is fundamentally iterative. It’s easy to see the right design in hindsight, but it takes raw numbers to get there: you have to throw away a certain number of designs to get to the right one. And throwing away designs costs money. That’s why often it’s not until v2 or v3 of a product that they hit the right design. You often need the revenue from v1 and v2 to pay for more thrown away designs.