Why do some great ideas succeed while others fail despite having everything else in place? On this episode, we welcome back Paul Orlando, an expert on unintended consequences and systems thinking. Paul introduces his new book, "Why Now: How Good Timing Makes Great Products," and discusses the pivotal role timing plays in the success of startups and innovation. Through historical examples and modern-day insights, Paul explains how to identify the right moment for launching new ventures and the frameworks he developed for timing analysis. Bio Paul is a seasoned entrepreneur, advisor, and author, known for his expertise in unintended consequences and systems thinking. 'Why Now' explores the crucial aspect of timing in innovation. Summary of Key Points: 00:00: Introduction and welcome back to Paul Orlando.01:00: Paul's shift from unintended consequences to the topic of timing.02:00: The significance of timing in startup success.05:00: Historical examples of timing, including AT&T and mobile telephony.10:00: Frameworks and methodologies for analyzing timing.14:00: Case study of YouTube and earlier attempts at video streaming.20:00: The role of social and behavioral changes in timing.30:00: How businesses can apply timing analysis in decision-making.35:00: Personal reflections on the impact of timing on life and work. Links Paul's book: 'Why Now: How Good Timing Makes Great Products' - https://www.amazon.com/Why-Now-Timing-Makes-Products/dp/B0CYXSNMT3 Paul's website: https://startupsunplugged.com/ Paul's previous appearance on the show on Unintended Consequences: https://www.humanriskpodcast.com/paul-orlando-on-unintended-consequences/