The document discusses the importance of being objective rather than subjective. It defines objectivity as being based on facts and figures that can be verified, while subjectivity reflects personal perspectives. It recommends entrepreneurs test assumptions and ideas objectively by prototyping and getting real-world feedback, rather than relying only on subjective opinions of friends and family. The goal is to find evidence that proves a new product or service is a good idea, or shows it is not, in the shortest path to a profitable business.

1. July 06, 2011