Ingredients matter, just not all of them.

Recently, I decided to introduce a proper Philly cheesesteak night to my friends here in Venice, California. Many had never experienced a genuine Philadelphia cheesesteak done the right way. The right way involves good beef, onions, and provolone cheese. Perhaps a touch of ketchup or hot sauce. That's it.

To get it just right, I reached out to my friend Mike DiGirolamo back home. He understands the importance of authenticity and sent me the most crucial element: Philly cheesesteak rolls, from Liscio's, overnighted to my doorstep. The bread is essential—soft, pliable, not too thick, and definitely not crunchy. The roll has to work with the steak, cheese, and onions, almost creating an emulsion when it all comes together.

For the meat, we struck gold at Costco—Wagyu shabu-shabu-style beef, already pre-sliced and absolutely perfect for the task. Cheese? We grabbed some from Trader Joe's. Onions? Just picked them up from the local market.

The result? A delightful, proper cheesesteak dinner shared with friends. But here's the takeaway: your attention is a limited resource when creating something. You need to focus on what truly matters. In this case, the bread and the meat were the stars. The rest? Not critical.

Details do matter, but not all of them. By prioritizing what's important, you can stay agile and nimble—whether making a cheesesteak or building something bigger.

Steve Berry
Principal, Thought Merchants