For Step 10: do The Celery Test. Imagine you are offered cookies, Nutella, celery, fruits and ice cream to grow your startup. It would not be wise to accept them all, as it would be time-consuming, expensive, and you would dilute your purpose. So filter through these with your “Why” in mind. If your “Why” is health-conscious, you would stick to the celery and fruits. Filter decisions from a place of “Why” to save money, time, and build a strong foundation.