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If every customer is using your product “correctly”, you’ll never learn anything interesting about what to do next.

Aaron Levie

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
Do things that incumbents can’t or won’t do because it’s economically or technically infeasible.
AARON LEVIE

Building Incumbent Infeasible Technical Thing
In the enterprise you want to start intentionally small.
AARON LEVIE

Building Enterprise Intention Small Want
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 IT model of the enterprise has become a lot more user lead.
AARON LEVIE

Building Enterprise IT Lead Model
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
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
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
You intentionally start small, because you will not be able to compete with an incumbent… because the incumbent is always going to go for the full solution.
AARON LEVIE

Able Building Incumbent Intention Start
Sometimes things are the way they are and can’t be changed, other times it’s because no one ever tried. Your job is to find the latter.
AARON LEVIE

Change Jobs Latter Sometime Tried Way
Execute like there’s no tomorrow, strategize like there will be.
AARON LEVIE

Entrepreneur Execute Like Strategize Tomorrow
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
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
Read these 3 books – Crossing the Chasm, Innovators Dilemma and Behind the Cloud.
AARON LEVIE

Book Building Chasm Cloud Clouds Innovator
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
That’s already been tried before only means the first attempt got it wrong.
AARON LEVIE

Attempt First Mean Tried Wrong

If every customer is using your product “correctly”, you’ll never learn anything interesting about what to do next.

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If every customer is using your product “correctly”, you’ll never learn anything interesting about what to do next.

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Popular Authors

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