Explorer Cold Brew Founder Cason Crane Explains Why Speed to Market Is Not About Moving Faster

Founders must stop confusing momentum with perfection.

BY ELIZABETH GORE, CO-FOUNDER AND PRESIDENT @ELIZABETHGOREUS

Cason Crane, founder of Explorer Cold Brew. Illustration: Inc.; Photos: Getty Images; courtesy company

Running a small business often means making decisions before you feel ready. This is especially true when timing can determine whether a product ever gets traction. Speed to market is frequently framed as a race, but in practice, it is more often about judgment.  

In the food and beverage industry, most new........

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