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Go after the customers that are working in the future, but haven’t totally lost their minds.

Aaron Levie

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
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
Start with the assumption that the best way to do something is not the way it’s being done right now.
AARON LEVIE

Assumption Best Done Start Way
Startups live at the intersection of existential crisis and everything going perfectly great.
AARON LEVIE

Crisis Existential Great Perfectly Startup
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
We’re going from a world of customized software to standardized platforms.
AARON LEVIE

Building Custom Platform Standard World
Better to be right about the trend and wrong about the implementation, than the other way around.
AARON LEVIE

Around Better Implementation Right Trend Way 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
Companies have never won. You’re always either fighting for survival, or fighting for relevance.
AARON LEVIE

Entrepreneur Fighting Relevance Survival
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
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
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
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
If you’re waiting for encouragement from others, you’re doing it wrong. By the time people think an idea is good, it’s probably too late.
AARON LEVIE

Encouragement Idea People Thinking Wait Wrong
You want to find the really crazy but still somewhat reasonable outliers within the customer ecosystem.
AARON LEVIE

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

Doe Mean Need People Product Sales

Go after the customers that are working in the future, but haven’t totally lost their minds.

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Go after the customers that are working in the future, but haven’t totally lost their minds.

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