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Start with the assumption that the best way to do something is not the way it’s being done right now.

Aaron Levie

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
Innovation in tech favors the naive and the stubborn. If you are too rational you won’t tackle problems that others once failed at.
AARON LEVIE

Favor Innovation Problem Stubborn Tech
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
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 don’t use many apps. I use naps.
AARON LEVIE

App Many Nap Use
Everything about the enterprise, and then by definition the software the enterprise uses has changed – just in the last 5 years.
AARON LEVIE

Change Definition Enterprise Software Use Year
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
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
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
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
Companies have never won. You’re always either fighting for survival, or fighting for relevance.
AARON LEVIE

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

Building Incumbent Infeasible Technical Thing
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
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.

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Start with the assumption that the best way to do something is not the way it’s being done right now.

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