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

Aaron Levie

Jeff Bezos is opening a retail store and owns a newspaper. Turns out everything we thought about the Internet is wrong.
AARON LEVIE

Internet Newspaper Retail Store Wrong
My dad is a chemical engineer, and my mom was a teacher. They were pretty serious about education, but I always thought about things a little bit differently.
AARON LEVIE

Dad Education Mom Pretty Serious Teacher
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
You want to find the really crazy but still somewhat reasonable outliers within the customer ecosystem.
AARON LEVIE

Crazy Customer Ecosystem Reasonable
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
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
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
Every single industry is going through a major business model and technology oriented disruption.
AARON LEVIE

Building Business Disruption Model Oriented 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
That’s already been tried before only means the first attempt got it wrong.
AARON LEVIE

Attempt First Mean Tried Wrong
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
The IT model of the enterprise has become a lot more user lead.
AARON LEVIE

Building Enterprise IT Lead Model
Your product should sell itself, but that does not mean you don’t need salespeople.
AARON LEVIE

Doe Mean Need People Product Sales
Do things that incumbents can’t or won’t do because it’s economically or technically infeasible.
AARON LEVIE

Building Incumbent Infeasible Technical Thing
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
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

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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Popular Authors

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