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Companies have never won. You’re always either fighting for survival, or fighting for relevance.

Aaron Levie

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

Always Chance Failure Guarantee Know Knowing
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
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
Listen to your customers, but don’t always build exactly what they’re telling you. This is a really key distinction around building enterprise software.
AARON LEVIE

Building Customer Distinction Key Listen Software Tell
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
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
Better to be too early and have to try again, than be too late and have to catch up.
AARON LEVIE

Catch Early Late Too Try Trying
You want to find the really crazy but still somewhat reasonable outliers within the customer ecosystem.
AARON LEVIE

Crazy Customer Ecosystem Reasonable
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
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
Your product should sell itself, but that does not mean you don’t need salespeople.
AARON LEVIE

Doe Mean Need People Product Sales
The only barrier to entry you can create is to consistently build a great product.
AARON LEVIE

Barrie Consistently Create Entry Great Product
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
We’re enamored with the concept that there’s always a price. But sometimes, your goal is to build a great company, not sell it.
AARON LEVIE

Build Company Concept Enamore Goal Great Sometimes
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

Companies have never won. You’re always either fighting for survival, or fighting for relevance.

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Companies have never won. You’re always either fighting for survival, or fighting for relevance.

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