"Choose harder problems for disproportionate rewards Brett Adcock argues that ambitious founders systematically underestimate how favorable the risk-reward ratio is on harder bets. Using Figure AI as a real example, he explains that "doing Figure is not a 100 times harder than doing another robot company — it"s probably like three times harder, maybe five times harder, but the total addressable market opportunity is probably millions of times bigger.' Because the difficulty barely scales while the upside scales enormously, choosing a harder problem is often the rational, lower-risk-adjusted choice — not the reckless one. Source: Brett Adcock, Shawn Ryan Show, Brett Adcock Interview"