If you are starting up in a domain that you have spent years working in, ask yourself honestly if
You really have an "earned secret" as @paulg puts it, OR
You just have a hammer looking for a nail as Charlie Munger puts it.
Most founders are in 
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Oops, looks Like I picked it up here from
@bhorowitz
https://a16z.com/2018/08/04/earned-secrets-ben-horowitz-interns-2018/ …Thanks. Twitter will use this to make your timeline better. UndoUndo
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Hah, EXPOSED!!!!
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You should read the glowing review you gave my company!
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Cause who earned it, never use it

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