Core principles
- Secrets: Start from a contrarian insight you believe is true but underexploited.
- Monopoly first: Dominate a narrow niche before expanding; differentiation beats competition.
- Defensibility: Proprietary tech, network effects, economies of scale, and strong brand.
- Distribution matters: Sales and go-to-market can outpace pure tech advantages.
- Team alignment: Clear roles, shared mission, and long-term incentives.
From niche to scale
Begin with a small market you can own. Perfect the product, brand, and distribution there, then expand horizontally or vertically once you have leverage and proof points.
Technology as leverage
Aim for step-change improvements (10x), not incremental gains. Proprietary tech plus network effects create the moat that sustains monopoly-like margins and resilience.
Team & culture
Keep teams tight, missions clear, and equity aligned for the long run. Cultural coherence and focus beat sprawling org charts when moving from zero to one.
Actionable prompts
- What secret do you believe that your market underestimates?
- Which small market can you fully own before expanding?
- Where is your moat: tech, network, scale, brand, or distribution?
- Is your team aligned on a 3–5 year mission with clear ownership?
- How will you distribute and sell—beyond just building?