Define the game, don't play theirs

You can actually design a market. And in so doing, you create a new distinction in value for people that didn't exist before.

The company that designs the space and gets it to tip at scale... gets a meaningful percentage of the world to agree with their definition of a problem set, which then leads to their definition of a solution set. The company that does that at any kind of scale, wins.

The category makes the product, the category makes the brand, the category makes the company.

The way startups win is because it proposes a radically different future. Disorients the incumbent and chaotically moves people to that different future.

You want to force a choice and not a comparison. If everybody's selling apples, I can't be a 10 times better Apple. I want to be the world's first banana.

Product market fit... Listen to the words, product, market, fit... What you want is you want to design a market category for your product, not fit your product into a market category.

Category designers compete against the status quo... The enemy is the status quo. That is to say the way it is now.

Almost every startup that you want to deal with starts with counter positioning because remember what product market fit is primarily is a substitution.