Empirical research shows that if start-ups grow too fast the momentum can take the guts out of the culture, trip up the cause that drives it and stymie success.

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Things are moving too fast to start with big plans.

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"The insulins today don't start fast enough and they last too long, " he says.

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Richards, who went off too fast in Beijing and ended up third, made a more measured start on this occasion and set the fastest time in the world this year.

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