You never just start a company, like you turn on a lamp or begin a race. You conjure a company.

You make up a story, with a plot and characters and an ending. Instead of prose, you draft it in spreadsheets and emails. Then you convince a cofounder and your first customer that it’s not just fiction.

In February, I shared with family and friends that I was starting my second company, called Bikeout, with my cofounder Amanda Crawford-Staub after hosting several adventure rides over the past four years. We had spent the second half of 2019 shaping an idea into a plan.

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