Why Apple Kills 70% of Ideas

Ever feel like your team is busy but not effective?

Chances are, they don’t need more hours.

They need better boundaries.

In this issue, we’re diving into why setting clear limits (on time, on focus, on energy) isn’t restrictive… it’s the secret weapon of every high-performing leader and team.

Parkinson’s Law: Why Boundaries Create Velocity

Parkinson’s Law says:

Translation:

If you give yourself 2 weeks to do something, it’ll take 2 weeks.

But give yourself 2 days, and you’ll likely get it done (sometimes even better).

This is why:

• Tight deadlines often produce sharper execution.

• Smaller teams with fewer resources can sometimes outperform big ones.

• Leaders who say “no” to more, achieve more.

Apple is famous for its product simplicity but that’s only possible because of relentless boundary-setting behind the scenes.

• Steve Jobs once killed 70% of the product roadmap in one meeting.

Bill Belichick, legendary Patriots coach, runs one of the tightest ships in the NFL.

• His success? Ruthless prioritisation and time-bound focus.

• No distractions. His focus was relentlessly on clarity, simplicity, and performance.

Jeff Bezos famously mandated that internal teams should be small enough to be fed by two pizzas.

Boundaries around team size force clarity, accountability and speed.

Military Precision: Boundaries Build Trust and Performance

In elite military units like the U.S. Navy SEALs or British SAS, boundaries aren’t just encouraged, they’re non-negotiable.

• Time limits are enforced on every drill.

• Role boundaries are crystal clear: each operator knows their responsibility and doesn’t overstep or micromanage.

• Mental boundaries are trained: switching on when needed, and switching off for recovery.

These limits reduce decision fatigue, build mutual trust, and allow the whole unit to move with precision under pressure.

As Jocko Willink says:

This 2 min clip is so important. You have the influence as a leader to help your people.

The more structure and boundaries you set, the more freedom your team has to execute with clarity.

The Five Performance Boundaries to Set This Week

Most senior leaders make one of two mistakes:

1. They set no boundaries at all - trying to be everywhere, for everyone.

2. They set walls, not boundaries - shutting off communication, clarity, and collaboration.

High performers set these five smart boundaries:

1. Time Block Your Leadership:

   • Pick 2 x 90-minute windows this week for deep strategic work.

   • Treat them like the most important meeting of your week.

2. Kill 3 Meetings:

   • Find 3 recurring meetings that no longer drive outcomes.

   • Cancel or shorten them to give your team back time.

3. Define a Team ‘No’ List:

   • Agree on 3 things your team will not do this quarter (e.g. custom client work, reactive reporting).

   • Clarity on what you’re not doing is more powerful than what you are doing.

4. Create a Recovery Window:

   • Borrow from elite sports: install a “no meeting” zone after big deadlines or sprints.

   • Let your team come down, reflect, and reset as that’s when insights land.

5. Implement a 48-Hour Rule for Decisions:

   • Encourage team members to hold non-urgent decisions for 48 hours.

   • This boundary kills reactive decision-making and improves quality under pressure.

Most teams don’t need more hours.

They need more boundaries.

Boundaries are like bumpers on a bowling lane.

They keep your team from veering off course.

Set a few.

Make them clear.

Then get out of the way.

MY TOP FINDS OF THE WEEK 🏆

For Your Performance

• How to hire A-players with the 4 box rule + the onboarding checklist (Link)

For Your Team

• Adam Grant on how to retain your star status/credibility when you move to a new company (Link)

For Your Health

• The ultimate measure of your fitness (Link)