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Disrupt and defend with platform envelopment
It can be difficult to convince a customer to adopt your product when they already have a solution they’re happy with. This is why disruptive products typically need to be radically better, radically cheaper, or both. However, thanks to platform envelopment, it’s actually possible for a notably worse app to disrupt superior incumbents.
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Most managers in early-stage startups think that chaos is inversely correlated with results. That is, they think that chaos breeds bad results and an unhealthy environment, while order breeds good results and a more harmonious environment. This perception is wrong.
The best salespeople have great intuitions for which prospects are most decisive, and how to get access to better contacts. Everyone else wastes their time talking to people who will never buy, no matter how appealing they make it sound.
To win, startups need to lean into their advantages because they’re a decade away from the kinds of moats enjoyed by established corporations. This means they need to work smart (i.e., mostly do the right things) and work hard (i.e., execute at a pace and with intense risk tolerance).