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

Aaron Levie

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
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
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
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
You want to find the really crazy but still somewhat reasonable outliers within the customer ecosystem.
AARON LEVIE

Crazy Customer Ecosystem Reasonable
Uber is a $3.5 billion lesson in building for how the world *should* work instead of optimizing for how the world *does* work
AARON LEVIE

Billion Doe Instead Optimize Uber World
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
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
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
What happens to the Microsofts, Oracles and IBMs of the world is that when they get big enough, they don’t think they need to bring that same level of focus and energy to the end-user experience.
AARON LEVIE

Energy Focus IBM Microsoft Oracle Thinking World
The IT model of the enterprise has become a lot more user lead.
AARON LEVIE

Building Enterprise IT Lead Model
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
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
In an IT lead world, incumbents generally win because they have the existing relationship with the IT organization.
AARON LEVIE

Incumbent IT Organisation Organization Relationship Winning World
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

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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