Most early-stage startup founders do a bad job of getting the company to focus on just two or three critical priorities—they chase whatever shiny new object appears that day. This is somewhat expected—the sort of people that start companies generally like doing new things, not executing relentlessly on the same things. But restraint is critical. It’s very easy to justify taking on one more project by saying that it won’t be that time consuming. Unfortunately, it will likely either be time consuming, or it won’t be worth anything. Most founders know what to do; they just don’t know what not to do.