Why backwards is easier
Ask how to build a durable business and you get an unbounded space of strategies, most of which depend on conditions you cannot verify. Ask how durable businesses die and you get a finite, well-evidenced list: they run out of cash, they lose the customer relationship to an intermediary, they let a fixed cost base outgrow a cyclical revenue line, they keep a founder's decision rights after the founder stops paying attention. That list is checkable this week. Inversion converts an unanswerable strategic question into a maintenance task.
