If You Can’t Out Iterate

If You Cannot Fail, You Cannot Learn.

Customers Don't Know What They Want. There's Plenty Of Good Psychology Research That Shows That People Are Not Able To Accurately Predict How They Would Behave In The Future. So Asking Them, 'would You Buy My Product If It Had These Three Features?' Or 'how Would You React If We Changed Our Product This Way?' Is A Waste Of Time. They Don't Know.

When Steve Jobs And Steve Wozniak Created Apple Computer In A Garage In Palo Alto, It Heralded The Beginning Of The Pc Revolution That Ultimately Dealt A Death-blow To Dozens Of Older Companies.

Learning Is The Essential Unit Of Progress For Startups.

When Blame Inevitably Arises, The Most Senior People In The Room Should Repeat This Mantra: If A Mistake Happens, Shame On Us For Making It So Easy To Make That Mistake.