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The only barrier to entry you can create is to consistently build a great product.

Aaron Levie

The best technology is aimed far enough in the future that it stands out, but close enough to the present that it blends in.
AARON LEVIE

Close Enough Out Present Standing Technology
The chance of failure is almost always better than the guarantee of never knowing.
AARON LEVIE

Always Chance Failure Guarantee Know Knowing
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
Any time where the delta b/w what is possible and how things work today is at its widest, that’s an opportunity to go build new technology.
AARON LEVIE

Delta Opportunity Possible Technology Today Wide
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
The IT model of the enterprise has become a lot more user lead.
AARON LEVIE

Building Enterprise IT Lead Model
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
Focus too much on the near-term and you won’t get tomorrow’s customers, focus too much on the long-term and you won’t get today’s.
AARON LEVIE

Focus Long Term Today Tomorrow
Companies have never won. You’re always either fighting for survival, or fighting for relevance.
AARON LEVIE

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

Crazy Customer Ecosystem Reasonable
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
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 only barrier to entry you can create is to consistently build a great product.

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The only barrier to entry you can create is to consistently build a great product.

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