Sanity check

When I get a new idea, I take a moment to get excited, giggle, do a happy dance- whatever I need to get over the initial exuberance.

Then it’s time to ask myself whether the idea is truly worthy of consuming some of my precious time here on earth. In our fledgling e-commerce business, we run every new product idea through a series of written sanity checklists to expose it at all angles.

It’s easy to be twitterpated by the excitement. We have a useful (if somewhat crass) mantra that helps: Don’t be afraid to kill your babies.