I’m in Vantaa right now, where a once-in-a-generation 82% solar eclipse took place just a couple of hours ago. The majestic display of nature’s awesomeness was unfortunately toned down by a foggy haze, so that we all were squinting at the surroundings trying to convince one another that “Yeah, I think it looks a little more gray than half an hour ago. Definitely! Right?”

There is no shortage of “time-proven methods” to start a new business: “build it and they will come”, “fake it until you make it”, “succeed or die trying”, to mention a few.

In reality, of course, things are a little more complicated. Unless you already have the network, skills and financial resources from a successful exit, kicking something new out of the ground is largely an iterative affair. After thinking, writing, pitching, and building stuff (usually a couple times), there comes a time for customer reality and upping the game. Time to shift gears!

Timing, as they say, is everything. Here is the story of why the Tanktwo patents were applied for when they did.