Sometimes you’ll have to bet on big, resource intensive projects that won’t work. Be careful of the morale toll on your team. Not everyone has great tolerance for repeated failure. If you’re a founder, you probably are more used to this than your team. One technique is to mix iterative work with riskier bigger bets to rebuild this energy. But you should also try to not paint any feature as a silver bullet, and individual failure in good faith as a necessary cost of trying new things. Your company is a portfolio bet.