The book is devoted to the principle of making temporary decisions when creating and launching a product on the market. It is shown how this principle works in our lives using the example of everyday situations. The advantage of this principle over alternative formulations in the literature is indicated. The book compares the principles of "conscientiousness" and the temporary solution, and also shows their advantages and disadvantages. In addition, it discusses what happens in a person’s head at the level of ideas and at the moment of their implementation.