But every time we create something new, we go from 0 to 1. Founders are important not because they are the only ones whose work has value, but rather because a great founder can bring out the best work from everybody at his company.' Detailed Notes Preface: Zero to Oneĭoing what we already know how to do takes the world from 1 to n, adding more of something familiar. 'Above all, don’t overestimate your own power as an individual. Whatever your industry, any great business plan must address every one of them.” The Secret Question: Have you identified a unique opportunity that others don’t see? The Durability Question: Will your market position be defensible 10 and 20 years into the future? The Distribution Question: Do you have a way to not just create but deliver your product?

The People Question: Do you have the right team? The Monopoly Question: Are you starting with a big share of a small market? The Timing Question: Is now the right time to start your particular business? The Engineering Question: Can you create breakthrough technology instead of incremental improvements? “.the seven questions that every business must answer: “If humans and computers together could achieve dramatically better results than either could attain alone, what other valuable businesses could be built on this core principle?” 'The most valuable businesses of coming decades will be built by entrepreneurs who seek to empower people rather than try to make them obsolete.” If you try for several but don’t nail one, you’re finished.” If you can get just one distribution channel to work, you have a great business. 'Most businesses get zero distribution channels to work: poor sales rather than bad product is the most common cause of failure. 'Superior sales and distribution by itself can create a monopoly, even with no product differentiation. 'Sales is the opposite: an orchestrated campaign to change surface appearances without changing the underlying reality.” “Even though sales is everywhere, most people underrate its importance.” It is better to risk boldness than triviality. 'Positively defined, a startup is the largest group of people you can convince of a plan to build a different future.' “What important truth do very few people agree with you on?”Ī good answer takes the following form: “Most people believe in x, but the truth is the opposite of x.”

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