4) There are, of course, times when this makes no sense. If you're a brain surgeon, hopefully by the time you transition from cadavers to people you've already figured it out.
But by and large, it's something I've found to be true, and important.
5) When we founded FTX, we had no idea if we'd ever get customers. And worse, we didn't even know how to know.
So we did the only thing we could think of to find out: