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The only way to avoid disruption is to constantly do what you would if you were just starting out.

Aaron Levie

Do things that incumbents can’t or won’t do because it’s economically or technically infeasible.
AARON LEVIE

Building Incumbent Infeasible Technical Thing
Start with something simple and small, then expand over time. If people call it a ‘toy’ you’re definitely onto something.
AARON LEVIE

Definite Expand People Simple Toy
Always look for these changing technology factors- any market that has a significant change in the underlying raw materials …or enabling factors, is an environment that is about to change in a very significant way.
AARON LEVIE

Change Market Material Raw Significant Technology
You can keep ‘consumer’ DNA at the center of your product. That will always mean that adoption is easier.
AARON LEVIE

Adoption Consumer DNA Easier Mean
All we’re really doing is repeating technologies that were tried 10, 20, 30 years ago… it’s just that it was too expensive, too unusable, and we didn’t have the enabling technologies to make it possible.
AARON LEVIE

Ago Done Enabling Repeat Technology Year
Why we do what we do: that moment when you get to see the future on your computer screen before the rest of the world.
AARON LEVIE

Computer Future Moment Screen World
Start with the assumption that the best way to do something is not the way it’s being done right now.
AARON LEVIE

Assumption Best Done Start Way
The product that wins is the one that bridges customers to the future, not the one that requires a giant leap.
AARON LEVIE

Bridge Future Giant Leap Require Winning
In the enterprise you want to start intentionally small.
AARON LEVIE

Building Enterprise Intention Small Want
We didn’t really start the company to go build an enterprise software company.
AARON LEVIE

Building Company Enterprise Software Start
You intentionally start small, because you will not be able to compete with an incumbent… because the incumbent is always going to go for the full solution.
AARON LEVIE

Able Building Incumbent Intention Start
Opportunity lives at the intersection of what people need tomorrow and can be just barely built today.
AARON LEVIE

Bare Build Need Opportunity People Tomorrow
If every customer is using your product “correctly”, you’ll never learn anything interesting about what to do next.
AARON LEVIE

Correct Customer Interest Interesting Next
Any time where the delta b/w what is possible and how things work today is at its widest, that’s an opportunity to go build new technology.
AARON LEVIE

Delta Opportunity Possible Technology Today Wide
I don’t use many apps. I use naps.
AARON LEVIE

App Many Nap Use
If you don’t go to every level of your company, you distance yourself from the marketplace and from your people.
AARON LEVIE

Company Distance Level Marketplace People

The only way to avoid disruption is to constantly do what you would if you were just starting out.

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The only way to avoid disruption is to constantly do what you would if you were just starting out.

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Popular Authors

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