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The 10% between 90% done to 100% done takes most of the time, causes most of the stress, but is all of the value.

Aaron Levie

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
In a user lead model, users are bringing in their own technology… and you can build software then, around the user.
AARON LEVIE

Bringing Building Lead Model Software Technology
Startups often win because it’s easier to see what comes next when you don’t have to worry about maintaining what came last.
AARON LEVIE

Come Easier Last Startup Winning Worry
Listen to your customers, but don’t always build exactly what they’re telling you. This is a really key distinction around building enterprise software.
AARON LEVIE

Building Customer Distinction Key Listen Software Tell
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
There’s a lot of pride that business owners have. It’s actually really critical that pride and ownership extends to everyone in the organization. I think of everyone is in the same boat in driving the company forward.
AARON LEVIE

Extend Organization Ownership Pride Thinking
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
I think people are always able to achieve more than they think they can. While that’s cliche, I don’t know if managers think about that enough. You have to set your sights extremely high.
AARON LEVIE

Achieve Cliche People Sight Thinking
That’s already been tried before only means the first attempt got it wrong.
AARON LEVIE

Attempt First Mean Tried Wrong
We’re enamored with the concept that there’s always a price. But sometimes, your goal is to build a great company, not sell it.
AARON LEVIE

Build Company Concept Enamore Goal Great Sometimes
You’ll learn more in a day talking to customers than a week of brainstorming, a month of watching competitors, or a year of market research.
AARON LEVIE

Competition Customer Research Talking Watch Year
Modularize, don’t customize. Build a platform as opposed to building all of the custom technology and custom vertical experiences.
AARON LEVIE

Building Custom Modularize Oppose Platform Technology
I’m certainly not into money and prestige. For me there is simply nothing more exciting than people involved in the creation of great products. That is what drives me.
AARON LEVIE

Certain Creation Involve People Prestige Simply
The benefit to building a startup is that customers don’t have the same kind of friction when they adopt new technology.
AARON LEVIE

Adopt Benefits Customer Friction Kind Technology
Do things that incumbents can’t or won’t do because it’s economically or technically infeasible.
AARON LEVIE

Building Incumbent Infeasible Technical Thing
Read these 3 books – Crossing the Chasm, Innovators Dilemma and Behind the Cloud.
AARON LEVIE

Book Building Chasm Cloud Clouds Innovator

The 10% between 90% done to 100% done takes most of the time, causes most of the stress, but is all of the value.

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The 10% between 90% done to 100% done takes most of the time, causes most of the stress, but is all of the value.

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