Chapter 5: The Hardest Part — Pick

If List gives you freedom, Pick gives you movement. Commitment feels scary because it shuts doors, but for one loop, that’s the point. You cut options so momentum has room to build.

Most builders don’t actually pick. We hedge. We juggle. We say, “I’ll explore both in parallel and see which one sticks.” Neither sticks. Splitting attention keeps you from finishing anything you can measure.

Why Pick Matters

Momentum dies in indecision. The longer you hold multiple ideas, the more reasons you invent to delay: maybe the other idea is better; maybe you should validate more; maybe you can tinker with both. TenK 6 doesn’t reward tinkering. It rewards loops. Loops only spin when you pick a wheel. Remember: at this scale, almost every choice is reversible. The cost of waiting is higher than the cost of a small miss.

The rule is simple: one loop, one idea. Not three. Not two. One.

From Five to One

Remember the first list: sudoku game, YouTube idea generator, simple video editor, growth coach, and a forgettable fifth. If I hadn’t picked, I’d be half‑building a sudoku grid while daydreaming about YouTube tools.

I picked “growth coach” because it scared me. Games and tools let me hide. A coach meant showing up, asking people questions, and putting my name on the work. The discomfort was a signal. That path became Indie10k. The feeling to watch for isn’t certainty—it’s energy. If an idea pulls you forward and asks you to show up, it’s strong enough for one loop.

How to Pick (Fast and Well)

Decide with your gut, not a spreadsheet. This isn’t due diligence; it’s a one‑loop bet. Choose the option that excites you or spooks you a little—it likely matters. Timebox the decision to twenty‑four hours after you list. If you’re still agonizing on day three, you’re procrastinating. Use constraints to break ties: which idea can you ship a version of in seven days? Pick that one. Write your pick down in a sentence so you know what you just committed to.

Pitfalls to Avoid

Analysis paralysis feels productive and kills momentum. The more criteria you invent—TAM, CAC, saturation—the less likely you’ll ship. Fake picking sounds like “I’ll start with A but keep exploring B.” That’s hedging, not choosing. Forever dreaming hides fear under the word “readiness.” If you’ve carried an idea for two years and still haven’t built it, pick it for one loop or let it go. Sunk cost doesn’t apply here; you owe the future loop a clean start.

Micro‑Exercise

Look at your five. Circle one. Commit to a full TenK 6 loop on that idea—even if it fails. Picking doesn’t mean “forever.” It means this loop. After six steps, you get to list again. Put your pick where you’ll see it every day; protect it from drive‑by ideas until the loop ends.

The cost of picking wrong is one loop. The cost of never picking is months lost to maybes.

Decision Heuristics That Help

Use proximity: pick the idea closest to a real user conversation you can have this week. Use friction: if two options tie, choose the one that forces you to talk to someone. Use reach: favor moves that unlock more options next week (e.g., a demo video you can reuse in emails).

If You Regret Your Pick

Don’t switch mid‑loop. Finish the smallest possible version of what you chose, collect one signal, and close the loop. Then list again with your new information. Switching early teaches you to quit before evidence arrives.

Public Commitment (Optional)

If you struggle to stick with a pick, post a one‑liner: “This week I’m shipping X; I’ll share results Friday.” A tiny public promise keeps the loop moving when your mood dips mid‑week.