One step is easy. One step isn't enough.

Two steps is tempting. Two steps means that everyone understands what you're up to when you pitch an idea to them.

Three steps changes the game. Organizations that think three steps ahead are the groundbreakers and the pathfinders. They're the ones inventing the next generation, the people who are undoing the very foundations that your organization depends on.

Three steps is difficult. It's difficult to sell, even more difficult to build, and almost impossible to get your mother-in-law (or your boss) to understand. Three steps - that's what's worth building.

  - Seth Godin, The Big Moo, pp. 41–42