Thanks, Tom. The first aspects are those “important aspects” and, broadly they’re the unique differentiator of the product/company/idea. In the Uber example, it’s “push a button, get a ride.”

As for prioritization, my advice would be listen to your customers, your advisors, and your gut. Build what the customers want first, in a way that gives you that competitive advantage. More on that in this piece:

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I’m a multi-exit, multi-failure entrepreneur. Building Precision Fermentation & Teaching Startup. Sold Automated Insights & ExitEvent. More at

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