The best reason to start an organization is to make meaning—to create a product or service that makes the world a better place.
Instead, take your meaning and make a mantra out of it. This will set your entire team on the right course.
The final step is to compile three lists: (a) major milestones you need to meet; (b) assumptions that are built into your business model; and (c) tasks you need to accomplish to create an organization.
You can’t brand crap. You can’t brand something that doesn’t work. No one would have heard of TiVo if it didn’t almost effortlessly record the television shows you wanted.
Note: interesting disussion in Founders at Work