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A startup is a series of systems, with the output of each system a perfect reflection of its design (and execution).

As a company passes an threshold, then the system needs to be designed to address the specific challenges of the next stage.

If a company needs to find product market fit, it designs a system that is focused on discovery, experimentation and iteration until it has secured a small set of customers that generalise to a large market.

If the company then wants to start to grow, and find go to market fit then it needs to design a new system. New inputs, new processes and (often) new people, to drive a new set of outcomes.

And so it continues.

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