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SCALING IS NOT ABOUT GROWING
WE BUILD REVOLUTIONARY
PRODUCTS AND SERVICES
OFF TO A
ROUGH START
THE
SILICON VALLEY
BREAKTHROUGH
WHERE
WE ARE HEADED
TOMORROW
MOST
VALUABLE
THINGS
I’VE LEARNED
(SO FAR)
→
YOU WILL BE SUCCESSFUL
BY GIVING SOCIETY WHAT
IT WANTS BUT DOES NOT
YET KNOW HOW TO GET.
AT SCALE.
START LOCAL
THINK GLOBAL
TODAY, NO BUSINESS
SURVIVES WITHOUT
SCALE
BEN&JERRY’S
OR AMAZON?
BEN&JERRY’S OR AMAZON?
> LOTS OF ESTABLISHED COMPETITORS
> NO NETWORK EFFECT; WEAK CUSTOMER LOCK-IN
> LITTLE CAPITAL REQUIRED TO START THE BUSINESS;
BREAK EVEN FAST
> MISTAKES BECOME VALUABLE LESSONS
> IT TAKES A LONG TIME TO GET BIG
> YOU’LL PROBABLY SUCCEED. YOU CERTAINLY WON’T
LOSE TOO MUCH MONEY.
> NEW TECHNOLOGY, NO COMPETITION AT FIRST
> STRONG NETWORK EFFECT & CUSTOMER LOCK-IN
> OUTRAGEOUS AMOUNTS OF CAPITAL REQUIRED;
PROFITABILITY CAN TAKE YEARS
> MISTAKES ARE NOT REALLY NOTICED
> YOU GET BIG VERY FAST
> YOU HAVE A TINY CHANCE OF BECOMING A BILLIONAIRE,
AND A HIGH CHANCE OF JUST FAILING
SCALING LEVERAGES AN
EXISTING UNFAIR
ADVANTAGE.
IF YOU DON’T HAVE ONE,
ABANDON YOUR
BUSINESS. NOW.
TECHNOLOGY IS NOT AN
UNFAIR ADVANTAGE.
IT WAS 10 YEARS AGO.
LIGHTBULBS ARE NOT
A CONTINUOUS
EVOLUTION OF CANDLES.
SCALING IS NOT ABOUT
CONTINUOUSLY GROWING.
PERSONAL LEVELLING UP:
KNOW YOUR SHIT
EXTREME OWNERSHIP
ACTIVE FORMULATION
CLARITY OF DECISIONS
ARM YOURSELF WITH
SPECIFIC KNOWLEDGE
IGNORE PEOPLE PLAYING
STATUS GAMES. THEY GAIN
STATUS BY ATTACKING OR
PARASITING PEOPLE PLAYING
VALUE CREATION GAMES.
STOP THINKING ABOUT
SIGNALING AND DO THE WORK.
EMBRACE ACCOUNTABILITY
AND THINK
IT'S ALWAYS ABOUT YOU.
FORMULATE ACTIVELY
(AS IN "NOT PASSIVELY")
AND ASK YOURSELVES
“HOW CAN I DO THAT”
BE CLEAR ABOUT WHAT YOU
WANT TO ACHIEVE AND WHY,
HOW IT WILL PLAY OUT,
WHAT IS THE COST, AND
HOW YOU MEASURE SUCCESS
LEVEL UP YOUR
BUSINESS:
AUTONOMY
TEST & LEARN
CONTINUOUSLY
CREATE A
HIGH-CAPILLARITY
STRUCTURE AND NOT A
COMMAND-AND-CONTROL
ONE
PLAY ITERATED GAMES.
RETURNS COME FROM
COMPOUND INTEREST.
STOP THINKING.
START DOING.
GOOD LUCK.

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15 Important Lessons for All Entrepreneurs