In his early career Sid launched an innovative platform to support online retail—building both the shopping experience and the logistics engine—only to learn that even the most advanced solution can flounder if the market isn’t ready. After a pause to focus on family, he developed a digital system for documenting, deploying, and testing standard procedures, which earned praise from technically savvy users but failed to gain traction with its intended audience. These ventures taught him the vital lessons of perfecting market timing and truly understanding the needs of the customers he sets out to serve.