Non-Objective Search

It's a little hard to square novelty search with operating a startup
- "good bets" are novel, as there is low existing competition
- but often you are optimizing for revenue, or expected future revenue
- but, "de-risking" is often the process of identifying and characterizing challenges on the road to a scalable business
  - we essentially end up inverting the market the startup operates in, encoding features of the problem space in the company, process, and codebase
  - once the "long term" desired state of a component becomes obvious, it becomes a lower risk, and ironically becomes a lower priority