The examples that 37 signals are relying on are ones where there is already the opportunity to outsource business processes - order fulfilment to Amazon etc. Th

The examples that 37 signals are relying on are ones where there is already the opportunity to outsource business processes - order fulfilment to Amazon etc. This is all well and good where you're doing something which is not too different from what is being done before (and at a similiar scale to what has been done before). But what about the people trying to do something new? You're going to have to invest a lot more time for two simple reasons: a) You may not have external systems you can simply outsource to, because they may not exist, or may not fill the exact need of your business, and b) if you are doing something new, there's a whole heap more experimentation, research and trial and error involved to get a working product that has traction in the marketplace, as no-one's made the mistakes with a similiar product before which you can learn from. You gotta make those mistakes yourself.