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