The process of building a startup is rarely simple, and there is often tension between the desire to create a high-quality product and the need to test ideas quickly, writes Rebekah Campbell, chief executive of Posse. Additionally, "everyone wants to fix the things that annoy them most, but those things may not have the biggest impact on users," she writes. While leading her company, Campbell has learned to search for fresh opportunities while addressing the most pressing issues first.

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