Build your company based on a secret.
from Zero to One: Notes on Startups, or How to Build the Future by Peter Thiel
In a world, where there are no secrets and everything is known, you cannot go from zero to one. You cannot build a fast-growing business. But the truth is, that there are still secrets to find out. And you can build your company based on a secret. For example, building your company based on what you learned about physic science is not a great idea, because many people have a degree in this discipline. However, no one has a degree in nutrition, and the whole market looks like it’s manipulated by Big Food instead of by science.
How to Apply This
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First, you need to answer this question: “what valuable company is nobody building?”
This is a modification of the primary question asked by Peter Thiel, which is “what important truth do very few people agree with you on?” -
To help you find the secret, answer these two questions, what secret is nature not telling you? What secrets are people not telling you?
There are secrets in nature and secrets about people. -
Build your company on a secret, that only a few people know about.
A secret isn’t necessarily a thing that you should share with everyone around you. Rather, look at your company as a conspiracy to change the world. People with whom you share your secrets then become fellow conspirators.
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