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The product that wins is the one that bridges customers to the future, not the one that requires a giant leap.

Aaron Levie

I don’t use many apps. I use naps.
AARON LEVIE

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

Crazy Customer Ecosystem Reasonable
Startups live at the intersection of existential crisis and everything going perfectly great.
AARON LEVIE

Crisis Existential Great Perfectly Startup
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
You can look at the cost structure of an incumbent company and discover: where are they not going to be able to drop their prices… because that business model is fundamental to the existence of the company.
AARON LEVIE

Company Cost Discover Fundamental Look Structure
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 people don’t think the odds are against you, you’re doing it wrong.
AARON LEVIE

Against Odd People Thinking Wrong
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
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
The 10% between 90% done to 100% done takes most of the time, causes most of the stress, but is all of the value.
AARON LEVIE

Cause Done Percentage Stress Time
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
My workday begins around 11 A.M., with a cup of black coffee in each hand. If I had more hands, there would be more coffee.
AARON LEVIE

Begin Black Coffee Cup Hand Workday
Your product should sell itself, but that does not mean you don’t need salespeople.
AARON LEVIE

Doe Mean Need People Product Sales
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
In the enterprise you want to start intentionally small.
AARON LEVIE

Building Enterprise Intention Small Want
The chance of failure is almost always better than the guarantee of never knowing.
AARON LEVIE

Always Chance Failure Guarantee Know Knowing

The product that wins is the one that bridges customers to the future, not the one that requires a giant leap.

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The product that wins is the one that bridges customers to the future, not the one that requires a giant leap.

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