Zero to One

Key Principles for engineering the future.

Go from 0 to 1, not 1 to n. Create something entirely new instead of copying what already exists. True innovation is singular and unique.
Challenge conventional thinking. Question popular assumptions and find the contrarian truth. Have a strong, unique vision for the future.
Start small and monopolize. Dominate a specific niche first, then scale to adjacent markets. Embrace monopoly and aim to be the last mover.
Build a strong brand, network effects, economies of scale, and proprietary tech. These create long-term barriers to competition.
Seek out secrets - valuable truths that are not widely known or agreed upon. Use them to create unique, valuable businesses.
Prioritize design and product development over short-term growth. Sales and marketing won't save a mediocre product.
Have a small, talented team of mission-oriented individuals, not an undifferentiated workforce. Founders should have complementary skill sets.
Don't underestimate the importance of distribution. Even great products need a viable path to customers.
Plan for the long-term. Look past short-term obstacles to the bigger picture. The best companies plan for decades, not just years.
Focus relentlessly on creating value for society. Businesses succeed by solving real problems.

Engineer best practices and trade secrets for making valued products into your platform.