Building the Plane While Flying It: Why It's the Worst Advice in Business
What looks like a communication problem is actually a process problem. And the last place you want to fix it is mid-air.
“Sometimes you have to build the plane while you’re flying it.”
I’ll be honest…
I think that’s one of the worst analogies in business.
Because it’s usually a lack of clarity before you ever leave the ground. A lack of clarity for your go-to-market strategy.
A lack of clarity with internal communication.
A lack of clarity with your overall process.
Start With the First Stone: Process
In the 5 Stones Growth Systems, everything starts with the first stone: Process.
And Process starts with three things:
Why. Who. How.
Why are you in business? What makes you truly unique?
Who are you built to serve (and who are you not)?
How do you go to market in a way that’s consistent and repeatable? If you don’t get this right early—especially as a startup—everything breaks downstream.
Execution becomes inconsistent.
Your team pulls in different directions.
Messaging gets muddy.
And what looks like a “communication problem”…
is actually a process problem.
The last place you want to fix it is mid-air.
Because not only has your company left the ground - but also your culture, brand, and credibility are all flying blind as well.
Why I Walked Away From a Client
I was reminded of this recently.
I walked away from a client.
Not because the opportunity wasn’t there—
but because the constant pivoting created chaos. The team was confused.
The strategy kept shifting.
And candidly, I compromised my own system trying to keep up.
I could see where it was heading.
So I made the call.
I walked away.
That surprised them. But it was the right decision.
Because without a clear Why → Who → How,
you’re not building a plane…
You’re just throwing parts together on the ground hoping to take flight.
Hope Is Not a Growth Strategy
And hope is not a growth strategy.
90% of startups fail for a lot of reasons. But one of the biggest leading indicators?
They never truly define their why—
so everything else becomes guesswork.
If you want predictable growth,
start where it actually matters.
Get the first stone right.
If you are a founder/CEO and you feel like your company is struggling to maintain altitude, let's talk.