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

Aaron Levie

Innovation is hard because solving problems people didn’t know they had & building something no one needs look identical at first.
AARON LEVIE

Build Innovation Need People Problem Solve
A lot of being productive personally is determined by how you organize your entire business. You can’t separate those two things.
AARON LEVIE

Business Determined Organize Productive Two
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
Better to be right about the trend and wrong about the implementation, than the other way around.
AARON LEVIE

Around Better Implementation Right Trend Way Wrong
In the enterprise you want to start intentionally small.
AARON LEVIE

Building Enterprise Intention Small Want
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
I think I’m the kind of person who would be very difficult to employ – I’m pretty annoying, but driven.
AARON LEVIE

Annoy Driven Kind Thinking Would
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
Read these 3 books – Crossing the Chasm, Innovators Dilemma and Behind the Cloud.
AARON LEVIE

Book Building Chasm Cloud Clouds Innovator
The only way to avoid disruption is to constantly do what you would if you were just starting out.
AARON LEVIE

Constant Disruption Out Starting Way
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
Go after the customers that are working in the future, but haven’t totally lost their minds.
AARON LEVIE

Building Customer Future Lost Mind Working
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 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
The most customer-centric organizations can answer any question by deciding what’s best for the customer, without ever having to ask.
AARON LEVIE

Answer Ask Centric Customer Decide Organization
We didn’t really start the company to go build an enterprise software company.
AARON LEVIE

Building Company Enterprise Software Start

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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