Having made many of the same mistakes he made, I suspect you're not in the target audience. He's speaking to engineers who want to start a business. They freq

Having made many of the same mistakes he made, I suspect you're not in the target audience. He's speaking to engineers who want to start a business. They frequently start by focusing on the engineering things and not on the things that matter to validating their idea is buildable and scalable in a business sense. It's easy to think "we're going to be in a world of hurt if we don't (have automated testing, pick the right framework, design for scalability, handle complicated edge cases, get the design right, etc)." Engineers will often focus on these aspects while missing the bigger problems like "will the people telling me this is a good idea write a check right now to get it?" and "what non-technical roadblocks have I completely missed and won't be aware of until I'm iterating with customers?" These don't seem obvious to people who haven't been in the business of selling something before. And launching with half-baked crappy hacked software goes against every instinct of a good engineer who has worked at more mature companies. Starting a business is about finding out, as quickly as possible, if anyone actually gives a shit and then building a business after you have determined that, yes, they actually might. The actual act of making the product feels like building a business but it is not.