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The chance of failure is almost always better than the guarantee of never knowing.

Aaron Levie

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
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
Look for new enabling technologies that create a wide gap between how things have been done and how they can be done.
AARON LEVIE

Done Enable Look Technology
My workday begins around 11 A.M., with a cup of black coffee in each hand. If I had more hands, there would be more coffee.
AARON LEVIE

Begin Black Coffee Cup Hand Workday
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
Too little process and you can’t get good work done. Too much process and you can’t get any work done. Most companies never find the middle.
AARON LEVIE

Done Little Much Person Process
Your product should sell itself, but that does not mean you don’t need salespeople.
AARON LEVIE

Doe Mean Need People Product Sales
That’s already been tried before only means the first attempt got it wrong.
AARON LEVIE

Attempt First Mean Tried Wrong
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
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
In the enterprise you want to start intentionally small.
AARON LEVIE

Building Enterprise Intention Small Want
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

Cause Done Percentage Stress Time
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
I’m obsessed with speed. I’m always asking myself, ‘Why can’t we do things faster? Why can’t it happen more efficiently? Why is this requiring three meetings instead of one?’
AARON LEVIE

Asking Brilliant Fast Obsessed Three
If you’re waiting for encouragement from others, you’re doing it wrong. By the time people think an idea is good, it’s probably too late.
AARON LEVIE

Encouragement Idea People Thinking Wait Wrong
I have a lot of faults. I often interrupt in meetings. I talk too loud. I talk too fast.
AARON LEVIE

Fast Fault Loud Meeting Talk

The chance of failure is almost always better than the guarantee of never knowing.

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The chance of failure is almost always better than the guarantee of never knowing.

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