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

Aaron Levie

The benefit to building a startup is that customers don’t have the same kind of friction when they adopt new technology.
AARON LEVIE

Adopt Benefits Customer Friction Kind Technology
It’s unfortunate biologically we have to sleep.
AARON LEVIE

Biological Sleep Unfortunate
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
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
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
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
All we’re really doing is repeating technologies that were tried 10, 20, 30 years ago… it’s just that it was too expensive, too unusable, and we didn’t have the enabling technologies to make it possible.
AARON LEVIE

Ago Done Enabling Repeat Technology Year
I think I’m the kind of person who would be very difficult to employ – I’m pretty annoying, but driven.
AARON LEVIE

Annoy Driven Kind Thinking Would
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
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
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
In the enterprise you want to start intentionally small.
AARON LEVIE

Building Enterprise Intention Small Want
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
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
If there could’ve ever been a magical time to build an enterprise software company, now is absolutely that time.
AARON LEVIE

Building Company Enterprise Magical Software Time
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

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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