You need a market of more than one to get resources to commit to your ‘what if’ idea

“Fasten your seatbelts, it’s going to be a bumpy night,” Betty Davis, “All About Eve”

Welcome to 2026. As many of you know, I spent 10 years in the slough of despond (affectionately known as Hollywood), so I am going back to my roots to set the stage for the new year.

“In this country, you gotta make the money first. Then when you get the money, you get the power. Then when you get the power, then you get the women.”  Al Pacino, “Scarface”

“I don’t have to take this abuse from you, I’ve got hundreds of people dying to abuse me,” Bill Murray, “Ghostbusters”

And no compendium would be complete without the most iconic words for any would-be entrepreneur. 

“Fat, drunk and stupid is no way to go through life, son,” Dean Wormer, “Animal House”

***

Allow me to share a fascinating issue that all entrepreneurs deal with. It is the question, “If you could only do this …”

My little AI company has launched our platform. We have customers, and they are mostly happy and enthusiastic — but then they say, it’s cool, I love it, but “if you could only do this.”

I find that question iconic and transcendental. Imagine, in your own world, asking your mate, your children, your employees, your car mechanic — it doesn’t matter who — that question.  

On the one hand, you are saying wow, this/you are terrific, I love it. Marvelous. I had no idea it could be this perfect.

And then, it happens. The little voice, the not quite enough. Look, it’s nice, it’s pretty, it works, it’s close — but if you want my real opinion, frankly, it/us/they would be a lot better if you could add a side order of lasagna, bring peace to the Middle East and make health care affordable — if you could only do that. Then I would be satisfied.

That last sentence ranks right up there with the world is flat.

This mantra applies to everyone everywhere, not just the entrepreneur class. It is about change. It is about constant improvement. It is about perfect being the enemy of good enough. Dissatisfaction can either be a positive catalyst or a source of friction. Let’s recommit and change, or let’s get divorced.

The puzzle here is nuanced. Any interaction, any product could be improved, but at what cost? Acceptance is not giving in. It is asking how big is the market for this new feature, how important is this behavior change.  

In your personal world, if only your partner cares, then that may be more than enough to embark on change. But in the world of technology or biotech or military or environment, you are going to need a market of more than one to be willing to commit resources beyond the baseline.

A monster customer comes and says, if you could only. Maybe you take the bait. You talk to your team, and they say, yeah, we could do that. I mean, flying cars are deliciously aspirational. But ask carefully, should we?  

It is tempting. But it is also the rabbit hole from hell. There is no light at the end of the “if you could only” tunnel. Still, mere acceptance of the status quo, V. 1.0, of your company or your life, is also death by a thousand injustices. Without the desire to change, coupled with the resources to change, we are stuck, dead men walking in a circle. 

So, words of wisdom from my tech team. Neil, you can have the “if only we could” feature, but you can’t have it tomorrow. You can go to the gym, but you cannot lose 10 pounds in five days. Make a choice: You can have X or you can have Y, but you cannot have both at the same time.

Comedian Jack Benny was asked at gunpoint, “Your money or your life.” Long pause, impatient robber repeats his ask, Benny responds calmly, “I’m thinking it over.” In the end, you have to pick your poison.

If we could only — make incremental changes, slight adjustments, reduce friction, remember that our time on this earth is measured and fleeting and unknown — so if we could only …

I challenge my readers. Send me your “if onlys.” Sort of my version of New Year’s resolutions, V. 2026.0

Rule No. 811: “La-dee-da, la dee-da.” — Annie Hall 

Senturia is a serial entrepreneur who invests in startups. Please email ideas to neil@askturing.ai.