I have never found it useful to set quantitative goals, or even to have specific quarterly goals, for most individuals at early stage companies. If you haven’t found product-market fit, yet, and don’t know what marketing and sales channels will really work for you, it’s very hard to set meaningful quantitative goals.
As we saw, a situation is deemed non ergodic here when observed past probabilities do not apply to future processes. There is a “stop” somewhere, an absorbing barrier that prevents people with skin in the game from emerging from it –and to which the system will invariably tend. Let us call these situations “ruin”, as the entity cannot emerge from the condition. The central problem is that if there is a possibility of ruin, cost benefit analyses are no longer possible.[i]