THE startup ecosystem—like any other community—has its own set of values, and one of the most prominent is the emphasis on execution. You can witness this in maxims like “90 percent of success is execution” or even the singular-minded “execute, execute, execute.” While the focus on execution is good—entrepreneurs should be biased toward action, after all—I believe that there needs to be a greater discussion on what founders should be executing. Hustling for the sake of hustling, sans consideration of the broader picture, is the sure train to frustration, if not burn-out. I speak as someone who has focused executing on the wrong things, and even today, is still learning how to focus on what will make the most impact. I humbly share my lessons in the hope that it may help you avoid the same pitfalls.