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

Aaron Levie

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
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
We’re going from a world of customized software to standardized platforms.
AARON LEVIE

Building Custom Platform Standard World
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
We didn’t really start the company to go build an enterprise software company.
AARON LEVIE

Building Company Enterprise Software Start
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
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
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
That’s already been tried before only means the first attempt got it wrong.
AARON LEVIE

Attempt First Mean Tried Wrong
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
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 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 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 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
Opportunity lives at the intersection of what people need tomorrow and can be just barely built today.
AARON LEVIE

Bare Build Need Opportunity People Tomorrow

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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