Changing direction is expected for startups as they find their way towards product-market fit.

But changing direction without a plan is expensive.

Wasted resources, lost learning opportunities, deceased morale and burnout are real possibilities if there is a lack of focus and no clear process.

In other words, discipline is essential.

The alternative is sadly the fate of many startups: a frustrating journey on which expectations are never met.

Founders need to get good at prioritisation, building value with the least effort possible and having the courage to see out their bets.