Expertise is overrated, especially when you're starting a new business. Even if you have some wins under your belt, even though you think you know exactly what to do, you might not know—and you could end up losing months of your life and hundreds of thousands of dollars.
That's why you need to validate your idea, whether you're the most experienced serial entrepreneur or you're a first-time founder. And that's why you need to learn continuously and focus on putting frameworks around your thinking.
This post covers how the Codetree team didn't take their expertise for granted. The Codetree founding team has some wins under their belts. Still, they spent 1 year thinking, researching, and executing, to go from picking an idea to buying a small business in that problem space.