It’s been one of those weeks where everything is nearly finished.
The website is nearly ready.
The Shopify is nearly live.
The Kickstarter is nearly there.
Launch assets: nearly.
Starting is fun.
Momentum is easy… at the beginning.
Above It All / How I make decisions
The last 10%
14 Jan 2026 · Ben Edwards
But the last 10%? That’s where founders go to die.
Because “nearly” is a lie you tell yourself. It feels like progress… when in fact, you haven’t.
No page live. No ads running. No traffic. No sales.
And the annoying part? The last 10% isn’t “hard”. It’s just friction.
It’s the link that isn’t connected. The file that’s in the wrong folder. The one line of copy that needs rewriting. The approval that doesn’t come.
Death by a thousand paper cuts.
Get the next one.
Above It All