"I am going to fundamentally change healthcare."

Will you?

Someone might cure cancer. Someone might change how hospitals bill their patients. Someone might make it more affordable.

But that person probably isn’t you.

Worse, Walmart, Amazon, Uber, McDonald’s, and Marvel movies are already competing in these spheres anyway.

You can’t out Amazon Amazon.

When we say these massive things, though, people will cheer. And when you are asked how it is going, of course you have the baked-in excuse that it is so massive you don’t know where to start.

These big promises are a perfect place to hide.

Instead, build the smallest viable product for the smallest viable audience. It is difficult to build an app that needs 30,000 (or 300 million?) to say this worked. Building an app for one company that is willing to pay, however, is so much more valuable.

Save the big ideas for Shark Tank.