When it comes to starting startups, in many ways, it's easier to start a hard startup than an easy startup.

You really want to know your cofounders for a while, ideally years.

So it's worth some real up front time to think through the long term value and the defensibility of the business.

Even though plans themselves are worthless, the exercise of planning is very valuable and totally missing in most startups today.

In addition to relentlessly resourceful, you want a tough and a calm cofounder.

When it comes to starting startups, in many ways, it's easier to start a hard startup than an easy startup.

The biggest PR hack you can do, is not hire a PR firm.