In January 2020, at CES in Las Vegas, Jeffrey Katzenberg took center stage. He was there to pitch Quibi, his bold $1.75 billion bet that aimed to revolutionize mobile entertainment with ten-minute video ‘quick bites.’ But, he could feel a palpable sense of skepticism from the audience of tech reporters and twenty-somethings.

He stopped mid-pitch and said something that only makes sense if you’re certain you’re right about how the world works.

“I’ve been doing this before you all were fucking born.”

He had the résumé to back it up. As head of Walt Disney Studios, he had greenlighted The Little Mermaid and The Lion King. He had co-founded DreamWorks with David Geffen and Steven Spielberg. He had seen the future of entertainment several times, and each time, the future had bent to his will.

Four months later, Quibi launched.

Eight months after that, it no longer existed.

Despite Katzenberg’s validated instincts in entertainment, the failure of Quibi highlighted a crucial truth: reality is indifferent to past achievements. His track record was built on respecting reality’s terms, not his own.

One No Beats One Hundred Yeses

The difference between successful founders and those who fail often hinges on a critical factor: their relationship with being wrong.

Some founders treat their thesis as a hypothesis to be tested. Others treat it as a conclusion to be defended. The first group seeks reality. The second seeks validation. And the second group often finds elaborate and expensive ways to confirm their beliefs.

Why does hunting for criticism beat seeking validation? Because criticism is asymmetric. One disconfirming fact can eliminate an entire category of error. A hundred confirming facts can’t prove you’re right; they can only fail to prove you wrong. The philosopher Karl Popper called this falsification. Theories can never be proven true; they can only be proven false. A thousand white swans don’t prove all swans are white. One black swan ends that debate.

In founder terms, a test that cannot plausibly compel you to change course is not a genuine test. The real mistake isn’t being wrong; it’s creating systems that hide mistakes, stopping us from learning and adapting.

Once you see it, the logic of validation collapses. You’re already embedded in a process of conjecture and criticism whether you like it or not. Every day, the market criticizes your theory. Customers who don’t return criticize your theory. Features that don’t get used are criticisms. The question isn’t whether to invite criticism into your process, but whether you’ll engage honestly with the criticism that’s already happening.

Why Airbnb Wasn’t A Guess

Brian Chesky and Joe Gebbia put up a WordPress site out of desperation, not foresight. They couldn’t afford rent and needed quick cash. So they offered strangers a place to sleep on an airbed in their apartment. A surprising number of strangers were eager to say yes.

Most people would have written off those guests as outliers. Chesky asked a different question: does this reveal something important that everyone’s missing?

The behavior of strangers trusting strangers was surprising, but it was also real. Chesky didn’t have to imagine it. He’d seen it. His job was to understand it and amplify it. Once he reframed the behavior as a clue rather than a fluke, he could test a conjecture: if strangers can trust each other, hospitality can be reinvented. Professional photos increased bookings. Reviews drove repeat stays. Better payments reduced friction. Each experiment sharpened the picture.

They found product-market fit because they kept accepting reality’s terms.

However, Airbnb’s relationship to criticism is complicated; Chesky also ignored much of it. Investors called the idea insane. The early data looked terrible. If he’d been purely responding to criticism, he might have quit.

What he actually had was a specific form of stubbornness. He trusted the behavior of the guests who showed up, even when every other signal said stop. That’s not ignoring criticism. That’s knowing which criticism to trust.

Guests who stayed shared real experiences, while investors who didn’t join in just talked about market trends. They didn’t really know if the behavior was genuine. The real mistake is not telling apart valid criticism from just opinions. Chesky could tell the difference.

And there’s a deeper layer: the surprising behavior had an explanation. Both sides of the market were desperate. Hosts needed the money badly enough to let strangers into their homes. Guests couldn’t afford hotels. Desperation on both sides made “strangers trusting strangers” possible and replicable. Chesky noticed the behavior and desperation explained why it could scale.

Earned Conviction

Chesky trusted behavior over opinion, and he was right. But for every founder who ignored critics and won, ten thousand ignored critics and lost. What separates them?

The difference is between earned conviction and performed conviction.

Performed conviction is a man on stage telling twenty-somethings he’s been doing this before they were born. Earned conviction is a stranger handing you cash to sleep on your floor.

The success rate for ‘I believe something others find absurd’ is dismally low, often because such ideas are dismissed for valid reasons. What made Airbnb work wasn’t just courage or contrarian thinking. It was evidence. Chesky and Gebbia had actually hosted people. They’d seen it work. The conviction came from contact with reality, not just their reasoning about reality.

“Be contrarian” is dangerous advice when it’s just a bumper sticker. Performed conviction feels like earned conviction from the inside. The founder feels certain, but the certainty isn’t attached to anything real.

This is why smart people are particularly vulnerable. Intelligence becomes a liability when it helps you explain away a failed test. If a customer doesn’t return, a disciplined founder asks why. A clever founder invents a reason it doesn’t count.

Falsification doesn’t just cost time or money; it can cost you your identity.

For most founders, the challenge isn’t spotting great ideas; it’s avoiding the pursuit of bad ones. Venture returns follow a power law, but that cuts both ways. A founder cannot get five years of their time back on a company that was never going to work.

If you’re living in the future and have a prepared mind, you’re more likely to recognize the great idea when it arrives. What you need is the discipline to not fool yourself while you wait.

Falsifying Your Way to Product-Market Fit

You don’t validate your way to product-market fit. You falsify your way there.

The theory that survives every serious attempt to kill it is the one worth betting on.

This means testing three conjectures by exposing them to criticism, not confirmation.

The What: Is the Problem Real?

The wrong question: “Is this a problem for you?” The right one: “Have you already tried to solve this? What did you spend—time or money?”

The Who: Can This Person Act?

“Does this resonate?” tells you nothing. “If this solved the problem, could you buy it this quarter? What would stop you?” tells you everything.

The How: Can the Business Model Work?

Rather than “Does this pricing feel reasonable?” Go straight to having the willingness to pay conversation as early as possible.

The Trap of the Brilliant Excuse

There’s a failure mode just as dangerous as avoiding criticism: you run a test, the result comes back negative, and instead of accepting it, you explain it away.

Those weren’t our real users. The metric doesn’t capture what matters. We just need more time.

This feels like critical thinking. Actually, it’s the other way around. You’re trying to fix a claim after it’s been proven wrong to avoid admitting it.

The possibility that you’re wrong doesn’t disappear because you avoid the signal. It compounds.

You can pay now, in small installments, as you discover what’s broken and fix it. Or you can pay later, in one catastrophic sum, when reality delivers the verdict you refused to seek.

That’s why so many failures feel sudden. They aren’t. They’re the interest on deferred falsification, coming due all at once.

On Reality and Its Rewards

There is a truth waiting for you. It might be sitting in the churn report you skimmed but didn’t study. It might hide in the pause after someone said “interesting.” It might live in your gut, in that feeling you ignore because you’re not ready to hear it.

You need to go find it.

Falsification isn’t the enemy of conviction; it earns conviction. Every hard truth you face today is a reckoning you don’t face tomorrow. It’s not an obstacle. It’s the path.

You have a choice in how reality finds you. You can wait for it to arrive suddenly and expensively. Or you can go looking for it now, while it’s still cheap to be wrong. You can design tests that expose your ideas to genuine criticism. You can learn which signals actually matter and which are just noise shaped like validation. You can earn your beliefs instead of performing them.

Reality doesn’t negotiate. It doesn’t care about your timeline or your burn rate or how much you’ve already invested.

But it makes better deals with those who listen.

Founders are often advised to sell painkillers, not vitamins. But even when people think of painful problems to solve, they look in conventional ways for things people dislike or things people wish they had. These are conventional problems. They assume solutions can be found within the rules of today’s reality.

Ask someone in 2007 what frustrated them about travel. They’d say hotels were too expensive or too far away. Nobody said, “I wish I could stay in a stranger’s apartment.”

An explanatory problem is different. It arises when reality doesn’t behave the way the prevailing explanation says it should. Something is happening that shouldn’t be, or something isn’t happening that should be. The problem isn’t that customers are frustrated. The problem is that everyone’s understanding of reality is incomplete.

That difference is everything. Conventional pain points you toward what customers want improved in the current frame. Contradictions point you toward what’s wrong with the consensus view of the frame entirely. Starting with pain invites you to improve the current game. Starting with a contradiction invites you to reframe which game gets played.

When you find a contradiction, you’ve found a crack in the rules themselves.

Stumbling Into Cracks

Founders encounter contradictions in different ways.

Some stumble into them.

The Airbnb founders threw up a WordPress site offering air mattresses during a design conference. It wasn’t intended to be the startup idea they planned to work on. It was created out of desperation, because they couldn’t make rent. The response to their makeshift site surprised them. The standard theory was that strangers won’t trust each other with accommodations. But if that was right, very few people should have wanted something like this, and yet they did. Brian Chesky, Nate Blecharczyk, and Joe Gebbia weren’t looking for a contradiction. They tripped over one.

Others find them by living in the future.

When Palmer Luckey duct-taped smartphone screens to ski goggles in his parents’ garage, he wasn’t solving anyone’s pain point. He was discovering something the VR industry had missed: smartphone components had gotten cheap enough and good enough that consumer VR was now possible without the $10,000 headsets everyone assumed were required. He posted his prototype on hobbyist forums. The response was overwhelming, from people who shouldn’t have even existed. Even though the VR market had been declared dead, these customers didn’t “know” that.

Either way, what they find isn’t a painful problem to be solved within the current frame. It’s a sign that the frame itself is incomplete. Reality and belief had diverged, and in both cases they noticed.

The Creative Leap

I used to think insights were things you found. You scan the landscape, spot the market need, connect the dots.

But that’s backwards.

Insights aren’t found. They’re imagined. A thousand people can see the same strange data. Most see noise, or an exception that seems OK to ignore. But one person sees a crack in the foundation of how everyone thinks. The difference isn’t better eyesight. It’s a different way of seeing.

The observation without the explanation is trivia. The explanation without the observation is speculation. Together, they form an insight that can change the future.

How Contradictions Stay Hidden

Broken explanations don’t collapse on their own. They defend themselves through what philosopher and physicist David Deutsch calls “patches,” which are reasons people come up with to convince themselves why the anomaly doesn’t count.

“Those early customers are a tiny market.”

“That only works in San Francisco.”

“Smart people have tried this and failed.”

Each patch lets the old explanation survive another day. From inside the frame, the anomaly looks like noise that can be explained away. From outside, it becomes obviously significant. Patches don’t just defend bad explanations. They also hide contradictions from people inside the explanation.

When Chesky and Gebbia pitched the air mattress idea, the patches came fast. “Normal travelers would never do this.” I know, because I made the mistake myself. In my pass note to Brian Chesky, I said I had concerns about travel-oriented startups. A masterpiece of missing the point.

Every patch was a way of saying, “The old explanation is fine, and the new anomaly isn’t important.” Or “The new anomaly makes my head hurt and belongs in the too-hard bucket.”

But the anomaly was real. And the patches were clues about how much more valuable it would be to get to the new explanation.

The Identity Trap

If hunting for contradictions is so powerful, why don’t more people do it?

Because most people’s identities are entangled with prevailing explanations. The investor who built a career on the thesis that “marketplaces require managed supply” won’t easily see the potential of Airbnb. The pharma executive who rose through a system built on blockbuster drugs and ten-year trials can’t easily see that the explanation for how cures are invented might be broken. The designer who mastered Photoshop has status wrapped up in that mastery and might not be awake to the possibility of Figma’s multiplayer design.

Seeing contradictions requires psychological distance from those types of things and the willingness to hold your own expertise lightly. You need to treat your hard-won mental models as provisional, and most people just can’t do this. Not because they’re stupid, but because their sense of self depends on the current explanation being right.

This is another reason that breakthrough founders are often outsiders, immigrants, or people early in their careers. They haven’t yet accumulated the identity attachments that make contradictions invisible and current beliefs of the current frame hard to let go of.

The Monopoly Window

A contradiction means a new reality and conventional belief have diverged. Most investors, competitors, and potential hires can’t see the opportunity because their legacy explanation actively hides it from them.

This makes convincing others harder. But it also creates time.

While everyone else fights over incremental improvements to painful problems inside the accepted frame, you’re building alone in territory they’ve defined as empty or impossible. You have some time where you are in your own sandbox and get to define it. By the time the contradiction becomes better understood and people start taking the new frame seriously, you’ve hopefully been compounding for years.

Hold the Anomaly Tight; Hold Your Explanations Loose

Even if you are right about the contradiction you’ve found, your initial theory about what the anomaly means is probably wrong. It might be less wrong than the prevailing view, but it will still be wrong in its own ways.

Lots of founders defend their position once they’ve staked it. They add patches of their own when reality pushes back. They blame execution or the fact that others don’t get it when the patches fail.

The Airbnb founders did the opposite. When bookings stalled, they didn’t protect their theory. They interrogated it. Paul Graham suggested they visit their most engaged hosts in New York. One host pulled out a notebook filled with suggestions. Later, they added professional photography to enhance trust. They incorporated Facebook Connect to reduce stranger-danger.

Each move was a correction. They kept interrogating where their own beliefs diverged from what was actually happening. They were stubborn about the anomaly that people will stay with strangers. But they held the exact implementation details of how best to deliver an experience loosely.

Competitors can copy features or strategy. They can’t copy a history of disciplined error correction. That history is your moat.

Stress Testing

If you think you’ve found a contradiction, it’s good to stress test it with a few questions:

• What does everyone believe?

• What would we expect if that belief were true?

• What are we actually observing?

• Why can’t the prevalent belief account for it?

Slack: Everyone believed workplace communication was solved—email handles async, and enterprise chat had been tried without gaining traction. If true, teams would ignore yet another chat tool. Instead, when Butterfield’s game team built an internal chat tool, people started leaving it open all day. They got anxious when they couldn’t check it. Engineers started @mentioning each other instead of walking ten feet. The tool was supposed to be a side project. It became the company. The behavior didn’t match the theory.

Figma: Everyone believed design is a solo activity requiring native desktop applications. If true, handoffs would be a minor nuisance—you just send the file. Instead, designers spent hours each week hunting for “final_v3_REAL_final.psd.” Engineers built from outdated specs. The coordination overhead was enormous for something supposedly done alone. Design wasn’t solo work pretending to be collaborative. It was collaborative work trapped in solo tools.

In each case, reality and belief had diverged. And someone was awake enough to notice.

The Choice

At the foundation of almost every breakthrough company is the same fact:

Reality was being mis-explained.

And one startup team guessed at a theory that made the anomaly meaningful. Then they took the time and space to build something remarkable and unique while others fought over painful problems inside existing frames.

Most founders scan the landscape looking for pain and often find something compelling. But so do a lot of other people. They end up entering crowded races where the prize is incremental improvement and the competition is brutal.

A few founders do something different. They find the anomaly that is real but invisible to people inside the old frame.

They build alone, at first.

And by the time the world catches up, they’ve already won.

The Eureka Myth

When it comes to breakthroughs, people love to romanticize the moment of conception. We like to imagine Newton under the apple tree, or Einstein having the “happy thought” that led to his theory of relativity. Or, in my world, the founder sketching a Thunderlizard startup idea on a napkin at 2 a.m.

But the truth is that breakthroughs happen differently. They start with anomalies. Something feels off. The tidy story everyone repeats about how things work suddenly has a crack in it. Most people shrug and keep moving. But a few pause, and ask, “Wait… what’s going on here?” And then they keep asking.

The founders of Lyft took the time to question what others had taken for granted: taxis were scarce because cities limited supply with regulations, medallions, and all sorts of bureaucratic fences. But Logan Green and John Zimmer noticed something that didn’t match the script. Cities weren’t short on cars at all. They were overflowing with them. Cars parked along curbs, they were stuck in traffic, and they were often driven by people who could use some extra cash. The supposed “scarcity” wasn’t a real shortage. It was an anomaly of a wrong explanation. So they started saying something that sounded almost too simple at first: the problem in cities wasn’t a lack of cars to give rides, it was a matching problem. If you could link riders with all the underused drivers already on the road, the constraint pretty much disappeared. Lyft wasn’t just another app on a phone. It installed a new and better theory of how cities move.

Here’s the mechanism I keep noticing: Every genuinely transformative company I’ve come across starts with someone spotting a crack between the story everyone believes and what’s actually happening on the ground. Instead of brushing it off as random noise, they treat it like a clue. Then they build a completely new explanation. Sometimes it’s rough at first and needs to be further refined, but it ends up reshaping how people see reality.

What David Deutsch Gave Me

Physicist and philosopher David Deutsch gave me a language that helped me clarify my understanding. In The Beginning of Infinity, he argues that progress consists of the quest for good explanations. And he offers a test: Can you change its parts without changing its predictions and ability to explain what it is supposed to explain? Does it survive all the ways you can think of criticizing it?

Criticism is the Mechanism

The last point is the one that matters most. Criticism isn’t an obstacle to overcome. It’s the mechanism that helps you distill better explanations. The insights that hold up under real pressure become the foundation you can actually build on. The ones that collapse were never real explanations to begin with; they were just stories dressed up as insight.

Most startup frameworks miss this. Pattern matching, execution playbooks, and growth hacks are all useful once you actually know what game you’re in. But early on, you don’t have enough signal for patterns to tell you anything reliable. You’re not judging metrics; you’re judging the cause and effect explanation for how they make sense of a new reality. The quality of that model ends up driving everything that follows.

Figma leaned into the belief that design was inherently collaborative, not solitary. Stripe bet that developers—not banks—would become the real distribution engine for global payments. These weren’t just product choices. They were explanatory bets. And when a new explanation turns out to be right, the world suddenly expands. Constraints that felt permanent become solvable problems. Entire categories shift. Second- and third-order openings appear that were invisible before.

This is why I’m supporting the Conjecture Institute.

The Conjecture Institute - Infrastructure for Human Progress

If progress comes from finding better explanations, then an institution dedicated to cultivating them isn’t academic. It’s infrastructure for human progress itself. Conjecture surfaces boundary problems that founders overlook. It helps generate candidate explanations with genuine reach into surprising areas of the world. It creates environments where weak explanations break early—before anyone builds a company on them. It helps people see that a contradiction isn’t a failure. It’s a clue that helps you figure out what to do next.

Conjecture Institute was founded less than a year ago, and their model is already paying off. They’ve published two books, one of which, The Sovereign Child, has sold over 20,000 copies. They’ve given support to thirteen Fellows: an AGI researcher, three physicists, a mathematician, a podcaster, a video animator, an epistemology educator, a science educator, a philosopher, a defender of the Enlightenment, a designer, and a generalist. They’ve also enlisted a Senior Scientist, Oxford’s Chiara Marletto, to their roster. Many of their Fellows have published original research in physics and other deep fields that have solved fundamental problems—check out their website for details. They’ve also hosted an in-person event attended by over 75 people from across the world.

Among so many other things, Conjecture Institute is offering an effective alternative to the academic system that is slowing down progress in science and elsewhere.

Amazingly, Conjecture Institute’s internal team consists of only three people—its cofounders. To say that they have a low overhead would be an understatement.

This is one of the highest-leverage bets I can make. It improves the source code of innovation itself: how people reason about the world.

Deutsch didn’t change how I think about founders, but he definitely sharpened it. The people who end up driving the biggest shifts usually share three habits. They notice when the accepted explanation has gotten out of sync with what’s actually happening. They build a stronger one that has real range, and is not just a clever tweak. And they treat early criticism as a tool for improving their model, not a threat to whatever story they want to tell.

Explanatory Investing

Execution, capital, market pull, and timing clearly matter. But the explanation a founder is working from sets the slope of the hill they’re climbing.

When I meet a founder now, I’m asking one question beneath all the others: Is this person operating from a better explanation, or just following a pattern that worked before?

Here is the loop that captures it:

Find the contradiction by noticing where reality refuses to match the accepted story. Create a candidate explanation and make it hard to vary (no part of it should be arbitrary). Look for ways that it reaches beyond the problem it was proposed to solve and solves other problems that had seemed distant. Then expose it to criticism by letting smart people try to break it. Build on what survives. And when new contradictions appear, don’t flinch. Treat them as the next problem worth solving—ideally, with an even better explanation.

This is how breakthroughs originate. Not from flashes of genius, but from the patient, unglamorous work of noticing what doesn’t fit—and refusing to look away.

Supporting the Conjecture Institute

Supporting Conjecture Institute is one of my bets on that process. I highly encourage you to check them out and do the same.

Or, get in touch with their President, Logan Chipkin, at logan@conjectureinstitute.org. He’d be happy to tell you more about the details.

“No Software.” “Design is multiplayer.” “Belong anywhere.”

These phrases didn’t just describe products; they installed new worldviews. Salesforce made the cloud feel inevitable. Figma redefined creation as collaboration. Airbnb transformed hospitality into belonging.

Each of these breakthrough startups rewrote its market’s belief system through language. This is vital to success because building something new is only part of the battle. Others must see what you see — and change how they think, feel, and act.

The best founders know that language works like software for human minds. When someone adopts your vocabulary, they’re installing your beliefs. When they use your phrases, they’re running your assumptions. When your language becomes their language, your beliefs shape their reality.

This is languaging: installing new beliefs through the deliberate use of words. The right language doesn’t just explain your product—it installs beliefs that make your product inevitable.

When this works, pattern-breaking companies create monopolies of meaning. Google became a verb. “Ludicrous mode” changed beliefs about electric cars. These companies achieved a powerful network effect: one that operates at the level of belief itself. When everyone adopts your vocabulary, you define the future’s terms.

The Comparison Trap

New realities need new beliefs and new beliefs need new language.

Comparison language is tempting because it feels safe: instant comprehension looks like progress, clear competitors look like validation, familiar vocabulary feels like acceptance. But that safety is a trap. You’re agreeing to optimize inside someone else’s reality. The real choice isn’t confusion vs. clarity; it’s what’s easy today vs. what wins tomorrow.

When you say, “We’re better than X,” you’re not just borrowing their words; you’re accepting their worldview. That choice limits you to improving their map instead of drawing your own. Borrowed language can only produce a better version of someone else’s world. Create your own language, and you create your own world—and force others to learn your vocabulary.

Pattern-breaking companies don’t just have better ideas; they have ideas that require different beliefs to make sense. They choose temporary confusion in exchange for category power later.

• Salesforce: Marc Benioff could have pitched “CRM, but streamlined.” Instead he led with “No Software.” The confusion was intentional – a refusal of the old frame that installed a new one.

• Spotify: It sounded odd to claim you wouldn’t want to own music. Still, they didn’t retreat to “iTunes, but subscription.” They held the line until “music is access, not ownership” became the default belief.

• Airbnb: “Stay in strangers’ homes” seemed crazy until the vocabulary (host, guest, Superhost) made the belief legible.

The Critical Question: Is your language patching existing beliefs or installing radically different beliefs?

How Languaging Ships Belief:

Define → Encode → Distribute

Installing new beliefs doesn’t have to be random. You can be intentional about:

• Defining the legacy assumptions you’ll replace;

• Encoding your new beliefs so they are persuasive;

• and Distributing them until your new point of view becomes the new normal.

DEFINE the Beliefs You’ll Replace

Breakthrough startups don’t just improve what exists — they install a new kernel of belief that changes how people see reality. Every market runs on hidden assumptions. When you find them, refuse them, and replace them, your new kernel rewires the system around your logic. You can reframe through your product, market, customer, outcome, or mission. The best founders often reframe at multiple levels simultaneously, as demonstrated by Tesla in the chart below:

ENCODING Belief into Language Code

Encoding comes after defining because once you’ve clarified your new belief and the old assumption it replaces, you must express it in language people can understand and feel. Defining shapes the idea; encoding gives it power to spread, turning insight into words that move minds and hearts.

Encode to Win Minds

People process new ideas in different ways, so it’s good to consider how you can use language to open multiple “mental doors.” Each phrasing trick (like adding, subtracting, inverting, or fusing ideas) helps people see your new beliefs from a fresh angle.

Encode to Win Hearts

Winning hearts through language means going beyond logic to spark emotion. The linguistic moves shift people from curiosity to deep connection and lasting commitment to your belief:

Encode to Change Actions

Great languaging transforms abstract ideas into tangible calls to action that change habits, decisions, and rituals. The right language doesn’t just describe new actions; it prompts them naturally:

DISTRIBUTE Through Living Proof

Great distribution isn’t just about marketing programs; it’s about spreading new belief through every touchpoint. Tesla wins mindshare without running ads because it distributes a worldview, not just features. When belief is well-encoded, every interaction—product, demo, community, or content—becomes a conversion moment. The product proves the belief; demos make it tangible; community turns it social; content reinforces it as doctrine. Each channel carries the same idea in different forms, building emotional conviction through repetition and proof. Companies that win use different marketing and communication levers to install belief systems that people experience, share, and embody until the worldview itself becomes the brand.

Language in Beta

Both your internal and external language will evolve through actual use.

Your first version of language can always be improved. Airbnb started with “book someone’s home” then improved their message with “stay with locals” and then evolved to “belong anywhere.” Amazon went from “Earth’s biggest bookstore” to “Everything Store.” Each evolution expanded what seemed possible.

Your users are often better at naming your features than you are. Twitter’s users invented “retweet.” Google’s users helped make “Google” a verb. When people create their own words for what you built, pay attention. They might be handing you the language that actually spreads. The best founders don’t defend their original words; they lean into unexpected opportunities to enable their core beliefs to spread further and more rapidly.

It’s best to think of your language the same way you think of your product or website — something you keep improving and updating. Just as you ship new features or tweak small details online, you can refine parts of your message, adjust your phrasing, or test new ways of sharing your ideas. Keep experimenting with your wording and framing, especially with early supporters who can help you see what truly resonates.

Reality Check

Language is not pixie dust. It can’t compensate for a product that doesn’t work, timing that’s off, or a market that doesn’t exist. Belief installation complements product truth and distribution; it’s not a substitute for them. But when your product is real, the right language pulls adoption forward months or years by changing what people think is possible.

Those Who Install New Beliefs Define the Future

Every startup faces a simple choice: patch existing beliefs or install radically different ones.

Patch existing beliefs, and you’ll compete forever on someone else’s terms. You’ll get the knowing nods, the easy press, and the clear category. And you’ll never escape their shadow.

Install new beliefs, and you’ll face confusion, skepticism, and lonely nights wondering if you’re crazy. But if you hold firm, you’ll make their game irrelevant. You’ll define what the game is.

Products can be copied. Features can be cloned. But once your beliefs become how people think about reality, you’ve achieved something far more powerful than lock-in. You’ve changed what seems possible.

Salesforce still owns “No Software.” Figma owns “Multiplayer Design.” These aren’t just slogans – they’re beliefs that became reality.

Remember: Language is the software that installs belief. The confusion period is the installation process. When your beliefs become everyone’s beliefs, you don’t just own a product or a category. You own how people think about what’s possible.

In Florence, one of Galileo’s telescopes is on display. It’s a simple leather tube with scratched glass and optics that look primitive today. Yet it was enough to overturn a conviction that had guided human thought for centuries: Earth was not the fixed center of the cosmos but just another planet in motion.

The Church felt threatened by Galileo’s new way of seeing the universe. In 1633, they put him on trial, forced him to recant his view, and kept him under house arrest for the rest of his life. They could silence his voice for a while, but they couldn’t erase his discovery. Centuries later, even the Church admitted the truth of what he had seen.

Galileo recants his discovery after the Inquisition.

Galileo’s greatest achievement was not the telescope itself. Others could make lenses. The breakthrough was Galileo’s willingness to see differently, to question what tradition declared unquestionable. The tool mattered less than the insight it led to.

This is similar to what we see in pattern-breaking startups. What begins as heresy often becomes the next foundation of knowledge.

Heresy and Pattern-Breaking Founders

Almost every breakthrough founder I’ve ever known was, in some sense, a heretic. True, they were smart and determined and persuasive. But it was more than that. They had seen a future that clashed with the present so decisively that most people dismissed it as impossible, stupid, or even crazy.

Here’s the hard truth: if what you’re doing doesn’t sound like heresy to someone, it’s probably too similar to what’s already been done. Incremental ideas can make money, but breakthroughs often seem like a business heresy. Without it, you’re just improving things inside the old frame instead of creating a new one.

Take Twitch. For years, the assumption was: “Nobody wants to watch other people play video games.” Gaming was seen as something you did, not something you spectated. Sports were for watching, games were for playing.

Twitch refused the conventional assumption and introduced a heretical idea: anyone could livestream their gameplay. Within a few years, it became clear that millions of people not only wanted to watch, but also to chat, cheer, and build community. What seemed like a niche hobby proved to be a new form of entertainment that could compete with cable television and even sports. Twitch showed that, for lots of people, watching games can be as compelling as playing them.

Galileo’s telescope opened the way to a new explanation of the cosmos. Twitch’s breakout success revealed a hidden truth about human behavior. Both were heresies because they attacked the foundation of what people “knew” to be true.

But here’s the deeper truth for founders: heresy itself is not the central issue. Most heresies are wrong. What matters is the creation of better explanations — ideas that solve more problems than the ones they replace. In Pattern Breakers, we call these better explanations insights. Heresy is simply what better explanations look like to those still committed to the old way of seeing.

The Messy Truth

Most heretical ideas don’t start as breakthroughs. They more often start as annoyances.

Before starting Stripe, the Collisons were just trying to accept payments for their previous startup. The process was so painful—merchant accounts, paperwork, weeks of waiting—that they built something for themselves. Brian Chesky wasn’t trying to revolutionize hospitality. He was broke and needed rent money, so he created a Wordpress site that rented out air mattresses during a design conference.

These weren’t empire builders executing a master plan, at least not at first. They were people frustrated enough with current circumstances to build their own solution.

It’s also tempting to view heretical startup ideas through the lens of contrarianism. But that is also overly determined. Contrarianism disagrees with the crowd; heresy replaces the crowd’s assumption with a better explanation. Beware contrarianism for its own sake. Many startup ideas are imitation dressed up as originality, like “Uber-for-X” derivatives that imitate a model of success without finding a new way to fix a real frustration. True heresy solves a deep problem in a way that departs from the consensus through original thinking, not just by being in opposition to existing ideas.

These messy truths are worth remembering, because we often turn breakthroughs into myths after they succeed. We create frameworks and principles to explain them. Yet in the beginning, they usually start with someone who simply says, ‘This doesn’t make sense. There must be a better way than the one everyone assumes.’

What Makes Some Ideas Matter

Not every frustration turns into a breakthrough. I’ve noticed that the ones that do often share three traits:

First, they challenge an assumption so deep, people don’t even realize they believe it. “Payments require cumbersome paperwork and banking compliance.” “You need to own music.” “Strangers won’t sleep in each other’s homes.” These aren’t opinions people argue about. They feel like facts about how the world works. This is where the refusal begins.

Second, they replace the old way with something so much better that the old way becomes unacceptable. The change is not marginal, but fundamental. After Stripe, merchant accounts seemed outdated. After Spotify, buying MP3s seemed unnecessary. This is the new way of seeing, even though at first it looks heretical.

Third, a fundamental change must occur to make the breakthrough possible. Stripe emerged because APIs had become widespread. Streaming music worked only when broadband was broadly available. Ridesharing became real when smartphones shipped with embedded GPS chips. The inflection is what allows a founder to see a potential new truth and imagine a different future.

Progress is not inevitable. It requires more than the availability of new enabling technology. A creative new explanation must unlock its potential. Technologies by themselves do nothing. Broadband, APIs, and GPS remained idle until someone explained how they could be applied to create new value.

Timing depends equally on people being prepared to adopt new habits. Uber and Lyft succeeded not only because smartphones existed, but because customers had become willing to share rides with strangers.

Even Galileo, who had truth on his side, had to face the fact that most of the world was not ready. In startups, timing often decides whether an idea remains a curiosity or grows into a transformative company. If you are too early, the technology may not support your idea, or society may not be ready to accept it. If you are too late, others might beat you to the opportunity.

Living Ahead of Others

Founders who uncover heresies aren’t necessarily “smarter” in the usual sense. They’re often just living in a different time — a few years ahead of the rest of us.

Take Daniel Ek at Spotify. In the mid-2000s, music executives saw piracy as theft, a threat to be shut down. They looked at The Pirate Bay and saw a crime scene.

Ek saw differently. Growing up in Sweden, where piracy was everywhere, he noticed something deeper: people weren’t rejecting music’s value. They were rejecting the friction of ownership. So when Daniel Ek looked at CDs, iTunes, and per-track purchases, he didn’t just see inconvenience. He saw an obsolete worldview, as outdated as buying a CD player. What people wanted was access. Instant, limitless, effortless. Piracy was ugly and illegal, but it hinted at a different future.

This is why so many smart people missed Spotify. They were still seeing the present, where music was a product to sell and would always be that way because it was the only approach the record labels would accept. Ek was seeing the future, where streaming was a better explanation for customers and the music industry.

Proof by Demos

Just explaining your heresy isn’t enough. You need tangible proof that grabs people. Galileo didn’t just argue; he invited others to look through his telescope.

Galileo demos his telescope for the Doge of Venice

Great startup products do this as well. They don’t debate. They show.

• Stripe: Before, founders faxed forms and waited weeks for approval from a system organized around banking and compliance. Patrick Collison typed eight lines of Ruby code and charged a credit card in a room full of founders. What once took weeks collapsed into seconds.

• Spotify: Daniel Ek took requests to play any tune at crowded parties. He typed whatever song people wanted, hit play, and music streamed instantly.

• Tesla: In 2015, Tesla pushed a software update. Drivers double-clicked the cruise control stalk. The car steered itself. The definition of what a car even was seemed to instantly change.

• Figma: Designers opened a shared file and saw multiple cursors moving at once. Collaboration wasn’t around a file attachment anymore…it was live.

These demos didn’t argue about the future. They dragged you into it. Suddenly, you were living in the founders’ reality, where payments happened instantly, where any song ever recorded played immediately, where electric cars could accelerate faster than Ferraris and drive themselves. And once you experienced that reality - even for just a second - the old one looked broken.

A pitch is an argument about the future. A great demo transcends argument by making people feel it.

Keeping Yourself Honest

There is no recipe for inventing heresies. Genuine breakthroughs cannot be summoned on demand, because the discovery of breakthrough insights is inherently unpredictable.

By the same token, founders rarely lack ideas. What they often lack is the ability to tell whether those ideas are breakthrough insights or merely variations on existing assumptions. In this uncertainty, I find the below questions useful for stress testing an idea’s potential.

• Refusal: What entrenched assumption am I rejecting? If you cannot name it clearly, you may only be tinkering inside the old frame.

• Heresy: What replacement truth explains more than the old view? If it does not solve more problems than it creates, it is not strong enough.

• Inflection: Why now? What has changed in knowledge, technology, or human behavior to make it feasible today? If nothing fundamental has shifted, the idea may remain inert.

• Demo: How can I show it in seconds rather than slides? A genuine breakthrough is experienced, not just argued.

These questions cannot predict which ideas will succeed. They do not generate vision, nor do they guarantee progress. Their value lies in the power of self-criticism: they help founders avoid self-deception, highlight where an idea is weak, and keep energy from being wasted on rationalizations that cannot stand.

Breakthroughs still depend on imagination, persistence, and error-correction. But with honesty, a founder can focus scarce attention on the few ideas that might truly overturn assumptions, rather than being distracted by the many that never could.

The Weight of Heresy

Every heresy carries a cost. Galileo spent his last years under house arrest. Darwin delayed publishing his work for fear of the extreme reaction he would surely provoke. Founders, too, face skepticism when they challenge accepted assumptions. But the most difficult resistance is not social. It is conceptual.

Old explanations persist because people cannot yet imagine an alternative. To Galileo’s contemporaries, the idea of a moving Earth was not only offensive, it was unthinkable. They defended the old framework because it was the only one available to them.

This is the true burden of heresy: it requires persistence at a time when others literally cannot see what you see. Institutions and customers resist not out of malice but because they lack the conceptual tools to recognize a better truth. The task of the founder is not simply to endure opposition, but to supply the new framework that makes the old one untenable.

Most contrarian ideas fail because they never progress to this stage. They create discussion, but they do not deliver a superior explanation. When a stronger explanation does appear, one that is broad in scope, resilient to criticism, and difficult to dismiss, resistance begins to weaken. What once seemed absurd becomes accepted. History later describes the change as inevitable, even though it never was.

The weight of heresy is not measured by the volume of objections, but by the time required for the better explanation to take hold. Success belongs to those who can carry it until reality and imagination catch up.

See what others don’t; Solve what others can’t

Breakthrough founders usually do not predict the future. They discover better explanations that reveal it. And once you truly see it, you cannot unsee it. The old way no longer just looks worse.

It looks like history.

The Trap You Don’t See

The most dangerous rules in business aren’t “laws” like in physics. They’re unspoken conventions, taken as truth because “that’s how it’s done.” They’re like a frame around a picture that goes mostly unnoticed.

These frames don’t announce themselves. They prefer to sit quietly in the background, whispering things such as “Contracts always take a week”, “Design lives in files”, “Payments need banks”, “Editing video is hard.”

The problem is, once you accept the frame, you inherit its limits. You’re trapped in its comparisons, boxed in by its incumbents, and bound by its so-called ‘best practices.’ The harder you fight to win comparison games inside it, the more you blur into the background. In the end, the frame shapes you more than you shape it.

Breakthroughs don’t come from competing inside the current frame. They come from refusing the frame entirely, stepping outside it, and showing the world a new way to think and act.

Why Refusal Changes Minds and Markets

The world generates way more signals than the brain can process, so the mind builds shortcuts. If I leave after 7:45, I’ll hit heavy traffic. If someone I trust vouches for that person, I’ll give her a chance. Don’t send an email when you’re angry. If you use these tricks often enough, they stop feeling like rules of thumb and start feeling like how the world works. You begin treating soft rules as if they were hard laws.

Pattern-breaking founders do something different. They name the false assumption, refuse to obey it, and offer a heretical alternative that makes the old rule look silly. When that refusal lands, the brain does something rare: It pauses. Attention snaps to the anomaly. In that moment, the frame loses its grip. The listener leans in: “This feels different. Show me.”

Figma: Refusing the File and the Handoff

For decades, design lived in files. Endless saving, uploading, merging, and emailing became the daily grind. Underneath was a deeper dogma: design was primarily a “single player” activity. Designers worked apart from developers, polishing their files, then handing them off. Collaboration wasn’t continuous — it came in bursts of uploads, comments, and version swaps, never in real time.

Dylan Field refused both assumptions. He asked: “Why should design live in static files? And why should design be a solo act that gets thrown over the wall to developers?”

The first time people saw multiple cursors live-editing the same canvas in Figma, their mental model for “how design works” reset instantly. The old belief (“Design is a file, created solo and handed off”) collapsed. The new reality was obvious:

“Design is multiplayer.”
“Design and development happen together.”

Figma’s refusal broke the frame and gave people a new mental model for how design should work. Ten years later, the world had caught up. ‘Design is Everyone’s Business’ draped the New York Stock Exchange, a public admission that Figma’s way of working had become the way.

Cursor AI: Refusing AI as an Add-on

The biggest leaps in AI haven’t come from better tools inside the frame, but from founders who refused it.

Take Cursor. When AI coding tools first appeared, they were framed as autocomplete helpers. GitHub Copilot could autocomplete lines, offer snippets, and show familiar coding patterns. But it was always a bolt-on, a plugin inside VS Code.

Cursor’s founders asked: “What if AI wasn’t just a sidekick in the editor, but the editor itself?” That shift in framing made all the difference.

Cursor wasn’t VS Code with a Copilot attached. It was VS Code reimagined around AI, with the model sitting at the center of the environment. Developers could ask it to refactor code, explain functions, add tests, or debug entire flows. Cursor broke from autocomplete entirely. It read the whole repo and worked across the project like a teammate, not a plugin.

The first time developers used Cursor, their expectations for coding were instantly reframed. It wasn’t just: “AI can help me write code.” That belief already existed. The reset was bigger:

“My IDE itself is intelligent.”
“Coding is a dialogue, not a grind.”
“AI isn’t an add-on… it’s the operating system for writing code.”

Once seen, it was impossible to go back to the old grind.

Always Ask “What am I refusing?”

These startups refused the old way, broke the frame, and left the comparison trap behind. They weren’t trying to be faster, cheaper, or better versions of what already existed. They made people see the problem in a completely new way.

That shift gave them control of the story. They spoke in their own language, set their own terms, and stood apart from everything that came before.

That’s why it’s worth asking: “What am I refusing?” when you’re testing whether your own startup idea has the potential to be a real breakthrough.

Where the Lies Hide in Plain Sight

When I look at the startups that became big breakthroughs, I notice something surprising. The best startup ideas usually don’t come from things people complain about. Complaints mean people still think something could be fixed. The real opportunities are the things no one bothers to complain about anymore, because they’ve decided that’s just how it works.

So where do you look?

1. Tedious Workarounds
When people do the same boring task over and over and no one questions it, that’s a clue.

• Teams copying data between systems by hand every week.

• Engineers babysitting flaky APIs.

• Finance teams reconciling spreadsheets every Tuesday.

These aren’t just small annoyances. They’re a tax people have stopped noticing.

2. Rules That Aren’t Real
Some limits are real, like physics. Most aren’t. They’re just leftovers from old systems.

• Banks that make money sit for two days.

• Hospitals that take six months to approve new software.

• Government forms that still require a fax machine.

If a rule exists only on paper, it’s probably a good place to dig.

3. Problems Everyone Gave Up On
You can tell a lot from the emotion. Complaints mean people still care. Shrugs mean they don’t.

• Passengers who expect delays as normal.

• Teachers drowning in paperwork.

• Patients waiting weeks for approvals without asking why.

Indifference is gold. When people stop even mentioning a problem, it means they’ve accepted it — and that’s usually where the biggest opportunities hide.

From Refusal to Heresy (The New Truth)

You need to complement your refusal with a heresy that declares what's actually true. Ideally, it should be a surprising new truth that makes the old rule look absurd. It reframes reality so completely that going back becomes unthinkable.

Figma's heresy: Design is multiplayer by default. Everyone sees everyone's cursor, editing the same canvas live. The old world of emailing files back and forth instantly feels prehistoric.

Cursor's heresy: Your IDE understands your entire codebase, not just the line you're writing. It can refactor across files, explain complex logic, and debug with context. The old world of "smart autocomplete" feels like using a spell checker when you could have a personal writing coach.

Here is a quick sanity check: "We've all been pretending that [old rule], but actually [new truth]."

• We've all been pretending that design requires sending files back and forth, but actually design is a live multiplayer canvas.

• We've all been pretending that AI provides autocomplete for code, but actually the entire IDE should be intelligent.

It’s good to stress test your idea both ways: What fake rule are you rejecting? What better truth are you offering? You need both answers to have an insight that leads to a real breakthrough.

Soon, we'll dig deeper into heresy and how breakthrough founders powerfully align it with their refusal.

When It’s New Longer Weird

If you’re successful, the old belief won’t just fade… it will begin to sound absurd.

“Remember when we faxed forms to take a payment?”
“Remember passing design files back and forth over email?”
“Remember when people said AI could never compose music?”

Now those lines get the same reaction as, “Remember driving to Blockbuster to rent a movie?”

That’s the real victory lap. It’s the quiet moment when your idea has so completely replaced the old frame that people struggle to imagine it was ever different.

Because the old rule was never a law of nature. It was just a habit dressed up as one.

Refuse to Settle for Better

We’re entering an era of default hypercompetition. AI is making everyone faster, markets move in days, and “best practices” spread in hours. In that world, better will be instantly copied. Cheaper will be matched. Faster will be outpaced.

Only a clear break from legacy logic creates the distance to escape the comparison trap. It’s the first act of being the only, rather than trying to be the best.

Every founder will face the same choice: play the game better, or refuse the game entirely. Refusal breaks the frame, but it’s only the beginning. To create a new reality, you also need the heresy, which is the new truth that moves people forward. That’s where we’ll go next.

Why “Better” Doesn’t Break Through

Most startups try to win by being better than what already exists or leapfrogging their competitors. But real breakthroughs aren’t just step-change improvements. They’re rewritings of the rules.

That’s what a reframe does.

It doesn’t just make a product better. A reframe challenges the legacy logic of incumbents and proposes a new way of seeing.

Paradoxically, reframes rarely begin with big visions. They start with a subtle sense that something feels off. A strange friction. A crack in the story the world keeps telling.

Take Stripe.

Patrick and John Collison didn’t set out to optimize online payments. They were annoyed by how hard it was to accept payments as developers, but what they saw underneath the pain was bigger. Developers weren’t just dealing with clunky tools. They were being forced to think like retail clerks: bogged down in forms, banks, and compliance rituals. The system wasn’t broken. It was built for a world before the Internet existed.

Instead of polishing the interface, Stripe reframed payments as programmable infrastructure. Not just a transaction system. A code layer. That new lens made an entirely different future feel obvious.

That’s the power of the reframe. It doesn’t just make people want your product. It makes them wonder how they ever saw the world any other way.

Lens First. Product Second.

Behind every pattern-breaking product is a quiet shift in perspective.

Figma wasn’t just elegant design software. It began with a hunch: maybe design in a connected world should be multiplayer by default. That one shift in logic made the rest of the product fall into place.

Airbnb didn’t ask, “How can we build better hotels?” They asked, “What if anyone could be a host and any home could be hospitality?” That reframe didn’t just unlock unused bedrooms. It redefined who provides hospitality, what hospitality means, and how we come to trust strangers in unfamiliar places.

Breakthroughs start as irritations that won’t go away. Founders tug on threads without knowing where they’ll lead. And eventually, the old logic unravels — and something new comes into view.

Execution then amplifies the lens. But the wrong frame, flawlessly executed, digs a deeper hole. In contrast, the right new frame, even with a scrappy prototype, feels prophetic.

Why Reframes Create Breakthroughs: The Logic of Uncapped Upside

At the core of every breakout startup is not just a better product, but a better premise.

Reframes change the premise. And when the premise shifts, everything downstream … problems, priorities, purchase behavior … reshuffles.

Here’s the logic:

Frame → Perception of Value → Behavior → Market Potential

A startup that operates within an inherited frame is constrained by inherited expectations.
Even perfect execution competes for limited upside—because the market is already shaped, segmented, and spoken for.

But when you reframe:

• You surface non-consumption (demand that wasn’t visible inside the old logic).

• You create new buying criteria (people evaluate solutions using your lens).

• You trigger behavioral shift (a change in what feels normal or necessary).

• And you expand or redefine the market itself – sometimes turning a niche into a movement.

This is why reframes precede power laws. They don’t just make a product work. They make a new kind of value legible.

Without a reframe, you have no leverage. You’re optimizing within a system someone else designed. But with a reframe, you’re building the system others will optimize for.

Can You Name Your Reframe?

Polished startups often stall because they solve problems inside someone else’s worldview.
They’re faster, cheaper, and cleaner — but still trapped in the same assumptions.

To break out, ask:

What shift in perspective makes your product feel inevitable? If you can say it in one sharp sentence, you might be onto something real:

Stripe: Payments aren’t a hurdle… they’re a starting block for builders.

Figma: Design isn’t a handoff… it’s a live, shared space.

Airbnb: Hospitality isn’t a service… it’s a relationship between strangers.

If your logic still feels borrowed, it’s usually good to pause. Reframes don’t arrive in lightning bolts. They show up as stubborn questions, not-quite-right metaphors, or tiny frictions you can’t unsee.

Don’t rush to resolve the tension. Stay in it. Clarity lives on the far side of discomfort.

When the lens finally snaps into place, you won’t just have a product. You’ll have a worldview that makes your product feel obvious and makes the old frame look absurd.

The Reframe Is a Sanity Check

Some of the most dangerous startup ideas are the ones that sound right because they align with the current logic.

They win pitch contests. They sound smart on paper. But they’re trapped. They play by someone else’s rules, so the upside is capped from the start.

Reframe questions keep you from building castles in someone else’s sandbox:

• What if this pain point only exists inside the wrong frame?

• What if the real opportunity is changing what people believe is necessary?

If you’re not asking these questions, you might be accelerating straight into the comparison trap.

Make People Want Something Different

Paul Graham’s classic advice, “Make something people want”, still holds.
It’s not just a strategy. It’s a first principle.

But when you’re seeking a true breakthrough, you need more than demand. You need a shift in desire. Reframing doesn’t mean rejecting Graham’s idea. You’re still making something people want, but now you’re changing what they want in the first place.

A reframe rewires people’s expectations. It opens their eyes to a problem they didn’t know they had and a future they didn’t know they needed. That kind of want pulls harder. It hits deeper. It makes your product feel inevitable.

Reframes Don’t Just Build Startups… They Reshape Worlds

The most powerful breakthroughs across history began with a new way of seeing.

Einstein asked:
What if space and time aren’t fixed, but part of a single fabric?
That reframe didn’t just tweak Newtonian physics. It redefined the cosmos.

Picasso asked:
Why paint what’s just visible when the mind knows more?
That reframe shattered realism and birthed Cubism.

Breakthroughs in any domain — science, art, politics, business — arely emerge from “better.”
They emerge from seeing differently.

Change the Lens. Change the Game.

Startups don’t win just because they move fast. They win because they see what others don’t.

AI is further collapsing the gap between idea and execution. Speed isn’t the bottleneck anymore. Judgment is. Judgment about what you choose to build – what you believe is worth building – matters more than how fast you build it.

Execution multiplies vision. But only if the vision is sound.

So it’s good to pause long enough to ask:

• What assumptions am I inheriting without realizing it?

• What friction have we normalized that no longer makes sense?

• What default feels quietly broken, but everyone tolerates?

These aren’t strategy questions. They’re reframe questions.

And if you pull hard enough – past the obvious, polished, and safe – you might find it: A shift in logic that makes a whole new kind of product feel inevitable. That’s what spreads. That’s what endures.

Not just the product. The lens.

If You’re Ready to Reframe

This is the first in a series of essays for founders who want to change the rules.

Here’s what’s next:

• Refuse the Game — Expose the hidden assumption holding your market back.

• Declare the Heresy — Say the thing no one else will. That’s where the energy is.

• Trigger the Shift — Make people feel the change—not just understand it.

• Spread the Future — When your lens becomes the default, your product becomes inevitable.

Find the right lens, and the product becomes obvious. Miss it, and you can build brilliantly… in the wrong direction.

This is the secret I’m betting on. Not just on the companies I think will win… but the ones who can escape competition altogether.

Hey everyone, sorry I haven’t posted lately. The past couple of weeks have been a mix of sadness and gratitude as I’ve been processing the passing of my dad, Mike Maples, Sr. I had planned to share some stories about his life, but I just haven’t had the time to put my very best thoughts into writing.

Thankfully, I had the opportunity to be on Ryan Hawk’s Learning Leader podcast, which gave me a chance to share some of those stories, even if accidentally. It was a raw experience since it happened right after I said my final goodbye to my dad in Austin, but in a way, it was also cathartic.

If you’re interested in hearing some “fish stories” and what it was like growing up with my dad, I recommend listening to the interview from 2:04 to around 15:00. It was tough to talk about less than a week later, but Ryan handled it with care, and I’m grateful I got to share.

I wrote this right after I fully grasped that the end was real:

https://x.com/m2jr/status/1877420337949782212

This next post is from late 2023, when I had a clear sense of where things were headed. I shared some thoughts on why having a great dad—and striving to be one—matters so much. Around that time, Walter Isaacson’s book on Elon Musk came out (which was amazing), but it also revealed how Musk’s dad was (and is) terrible. That, along with the fact that Steve Jobs’ father abandoned him, really stuck with me.

I think people underestimate just how important a great dad is. And we shouldn’t get the wrong idea that boys who grow up without a loving father somehow have an 'advantage' because of their struggles. Instead, we should celebrate the dads who show up and recognize that being a great father might be the most important role a man can have in his lifetime.

https://x.com/m2jr/status/1725694847141753339

GeekWire wrote a piece about Mike Sr., with some great comments from Bill Gates, Steve Ballmer, and many others from Microsoft:

https://www.geekwire.com/2025/mike-maples-sr-1942-2025-microsofts-adult-in-the-room-had-a-deep-impact-on-the-company/

Steven Sinofsky, a legendary product leader who worked with my dad at Microsoft in the late ’80s, wrote an incredibly kind tribute:

Hardcore Software by Steven Sinofsky

Remembering Mike Maples, Sr.

The computer industry lost a legendary executive this week with the passing of Mike Maples, Sr. He was a mentor, leader, and role model to a generation of Microsoft employees, including me. By any account, Mike created the product culture that was critical to scaling and executing what became the modern Microsoft admired by so many…

Read more

2 years ago · 48 likes · 12 comments · Steven Sinofsky

And this was my original in-impromptu post about “fish stories” as a reply to my good friend Chris Hyams, who is having a pretty good run these days as the CEO of Indeed:

https://www.facebook.com/akruglov/posts/pfbid0N5ZhhNTUHH7BcPxTZB3QF6DaVG8gstaEkw6ZGtoxJ1ZSFUVXBtpBVY6ZRrYEwNhWl

I especially love how Mike Sr entered the chat when lots were skeptical that the story was “too good to be true” as if it was from a Hollywood movie that wasn’t real.

Thanks for sticking with me through this post. I really wish more of the people I’ve met in recent years had the chance to know him. He was an incredible force of kindness, always at ease with himself, and had a rare gift for bringing out the best in the very best. I feel lucky to have had a front-row seat to how he lived.

And then there is this song by Chet Atkins, which is living rent-free in my head right now:

I’ve got some awesomtacular ideas on the horizon, I promise.—I just need another week or two. Then I’ll be back in full force! :)

Mike Sr. would have expected nothing less.

DO. YOUR. BEST

.….always.

We're a couple of misfits
We're a couple of misfits
What's the matter with misfits
That's where we fit in!

…from Rudolph the Red-Nosed Reindeer

For me, Rudolph The Red-Nosed Reindeer is more than just a Holiday TV special. It is a fun set of lessons in how embracing uniqueness, finding early believers, and persisting through rejection can lead to transformative success.

What We’ll Cover

• How Rudolph's unique nose redefines success by solving unexpected problems.

• How early believers support and nurture unconventional ideas and individuals.

• How weaknesses transform into strengths under the right conditions and audience.

• Why breakthroughs change rules, creating new standards and shifting mindsets.

• Why it’s good to embrace differences; today's flaw could be tomorrow's breakthrough.

Breaking from Convention

Sometimes great lessons about innovation come from unexpected places. Once, while watching Rudolph the Rednosed Reindeer, I noticed something I couldn't unsee - a masterclass in pattern breaking hidden in a TV holiday classic.

Rudolph’s glowing red nose is like a big, bold idea that challenges what’s “normal.” At first, everyone sees it as a flaw because it doesn’t fit with what a reindeer is supposed to be. But when the foggy night comes, that “flaw” becomes his biggest strength.

This is just like how pattern breaking products often seem strange or unnecessary at first. It’s only when the right moment or situation comes along that people see their true value. Rudolph’s nose didn’t just stand out—it solved a problem in a completely new way, much like how groundbreaking ideas bring fresh solutions instead of small improvements.

Facing Rejection from the Status Quo

Breakthrough ideas often face rejection. In Rudolph’s case, other reindeer laugh at him, call him names, and won’t let him join their games. Even Santa, upon seeing Rudolph’s glowing nose as a baby, tells his father, “Better start thinking about getting yourself another reindeer.” It’s a tough start, but it mirrors the skepticism innovators often face when their ideas don’t fit the mold.

At first, Rudolph tries to hide his nose to fit in, much like some founders are often pressured by conventional thinkers to try to make their ideas seem more conventional. But this only holds him back from being his best self. Feeling like he doesn’t belong, Rudolph doubts himself and runs away—a common experience for creators who question their vision when met with resistance.

Rudolph’s journey is a lesson for anyone chasing a big idea: stay true to what makes you unique, even when it’s hard—because it might change everything in the future.

Finding a First True Believer

Apart from Rudolph, Clarice is probably my favorite character in the show. She is the perfect example of an "early believer"—someone who sees potential in others before the rest of the world catches on. While everyone else mocks Rudolph for his glowing nose, Clarice sees it as something special, much like early supporters of big ideas appreciate qualities others overlook.

Her belief in Rudolph isn’t about personal gain—it’s genuine. When she sings "There's Always Tomorrow," she lifts Rudolph’s spirits, giving him the confidence to keep going. This is exactly what early believers do: they offer emotional support during tough times, keeping hope alive.

Clarice also takes a big social risk by standing by Rudolph before it’s popular or safe to do so. It’s like those bold supporters of unproven ideas who go against the crowd because they believe in something different. She doesn’t care about what others think; she values Rudolph for who he is.

By believing in him when it matters most, Clarice shows how early supporters help unique people and ideas grow. Her faith lays the groundwork for Rudolph’s success, just as early believers help big ideas reach their potential and prove their worth to the world.

Enlisting Co-Conspirators

Hermey, Yukon Cornelius, and the Island of Misfit Toys show how early supporters and allies help unique ideas succeed.

One of my favorite scenes is when Hermey, the elf who dreams of becoming a dentist, meets Rudolph for the first time. Both are running away from rejection—Hermey admits, “I want to be a dentist,” as Rudolph reveals his glowing nose. Their instant acceptance of each other’s differences always makes me smile. It’s a powerful example of how misfits often find strength in shared experiences, forming deep connections that fuel their journey forward.

Yukon Cornelius, a quirky prospector, is another type of ally. He accepts Rudolph and Hermey without hesitation and offers practical skills like survival knowledge and courage. He’s not afraid to take risks, even facing the Abominable Snowman, and his independent, bold thinking shows how valuable allies can come from unexpected places.

The Island of Misfit Toys is a safe place for those who don’t fit in with the rest of the world. Its members support and understand each other, just like how startups create spaces where bold ideas can grow without pressure to conform. The toys recognize hidden value in one another, much like early co-conspirators see potential in innovations others overlook.

From Misfit to Product-Market Fit

Think about the misfit toys for a moment. You have a train with square wheels, a spotted elephant, a bird that swims instead of flies, and a water pistol that shoots jelly. By conventional standards, they're all "defective." Traditional toy stores wouldn't stock them. Parents wouldn't choose them off normal shelves. They've been relegated to an island of outcasts.

But what happens in the end? Each misfit toy finds its perfect home - a child who sees their unique qualities as features, not bugs. The bird that swims might be useless to a child wanting an aerial playmate, but it's perfect for a kid with a backyard pond. The square-wheeled train wouldn't work for someone wanting smooth rides, but imagine a young physics enthusiast fascinated by different motion patterns.

This perfectly mirrors how breakthrough products often find their market. Take Twitch, for example. A platform where people watch other people play video games? Traditional media executives would have dismissed it as absurd. Who would want to watch someone else play games? But Twitch found its perfect audience - millions of viewers who saw watching skilled gamers as entertainment, learning opportunities, and a way to be part of a community.

Or consider early X. "140-character or less? What’s the point?” critics might have said. But it found mainstream success and changed media itself.

Like the misfit toys, these platforms weren’t flawed—they were simply waiting for the right early supporters to see their unique value and help them pave the way to becoming the new standard.

Sometimes what looks like a fatal flaw to the mainstream market is exactly what makes a product perfect for its early true believers. It’s not about appealing to everyone or “fixing” what makes you different. It's about finding and delighting the early believers who appreciate exactly what makes you unique - your own equivalent of the children who gave those misfit toys their perfect homes.

Transforming Perceived Weaknesses into Strengths

At first, Rudolph’s red nose makes him different, gets him excluded, and even leads others, like Santa’s team, to think it should be hidden or fixed.

Everything changes on a foggy Christmas Eve. The thick fog creates a problem that traditional reindeer navigation can’t solve. Suddenly, Rudolph’s bright nose, once seen as a flaw, becomes the perfect solution to lead Santa’s sleigh. What made Rudolph “different” in the old system now makes him essential.

This is a lot like how startups succeed by turning the strengths of big players into weaknesses. We’ve described in the past how Airbnb made hotels’ standardization less appealing by offering unique, personal stays that let people “live like locals.” In the same way, the usual reindeer noses, which worked well in clear weather, were useless in the fog—while Rudolph’s unique nose saved the day. Real breakthroughs don’t just improve old ways of doing things—they change what qualities matter.

Changing the Status Quo

At first, the reindeer community valued conformity. Success meant being strong, sleek, and "normal," and anything different was seen as a flaw.

Rudolph doesn’t follow this pattern. He doesn’t just fit into the old system; he ultimately changes rules. His glowing nose, once mocked, becomes essential, forcing everyone to rethink what makes a reindeer valuable.

Santa, as the authority figure, admits he was wrong. Other reindeer go from mocking Rudolph to celebrating his uniqueness.

Conclusion - Embracing your own Red Nose

Rudolph's story is more than a holiday classic—it’s a powerful lesson of greatness. It’s not just about having a unique trait; it’s about having the courage to embrace it, even when the world tells you to hide. It’s about finding those early believers who see your value before anyone else does and persisting until the right moment transforms your "weakness" into your greatest strength.

Every pattern breaker faces their foggy night—that pivotal moment when what sets them apart becomes their advantage. But that moment only comes if you stay true to yourself, resisting the pressure to conform.

This holiday season, embrace your own red nose—whatever makes you different. Find your Clarice, your Hermey, your community of fellow misfits who share your vision. Remember that what seems like a flaw today could be the breakthrough the world needs tomorrow. Keep believing in the power of being different.

The best lessons in innovation aren’t just contained in business books—they are also on our TV screens every December, reminding us that being different is often the key to changing the world.

In the meantime, Happy Holidays!

Thank you for joining me on this journey down the rabbit hole. I hope these ideas have sparked something that sticks with you, even if you’re not as deep into it as I might be! No matter where you stand, I wish you a joyful and inspiring holiday season. May it be filled with wonder, warmth, and a little bit of magic.

What We’ll Cover:

• Raising too much money too early can trap founders in building something they don't believe in - crossing the "Rubicon" before having true conviction.

• Implementation prototypes help validate key assumptions before committing major resources to a Minimum Viable Product or raising funds.

• Chegg and Lyft provide excellent examples - Chegg tested pricing with a fake textbook rental site, while Lyft used TaskRabbit to simulate early rider demand.

• Prototypes should answer three key questions: the What (specific value proposition), the Who (desperate customer segment), and the How (business model).

• The goal is finding what customers are truly desperate for, not just interested in – which means we should value surprises even more than validation of existing assumptions.

The Point of No Return

When Julius Caesar led his army across the Rubicon River in 49 BC, he knew exactly what was at stake. Roman law forbade any general from crossing this boundary with an armed force – doing so was an act of treason punishable by death. As his legions approached the river's edge, Caesar reportedly declared "alea iacta est" – the die is cast. This wasn't a rash decision, but the culmination of years of careful political maneuvering and strategic preparation.

Today's founders face their own Rubicon moments, but many cross this metaphorical river without Caesar's level of preparation or conviction. Instead of a physical boundary, their Rubicon often takes the form of a seed funding round that was raised too easily. And unlike Caesar, who gathered intelligence and built unwavering support before his crossing, these founders often plunge past the point of no return before testing the waters.

When Fast Money Leads to Long Regrets

The world is awash in seed capital. The flood of money in the last decade is staggering - growing by nearly an order of magnitude from $3.2B in 2013 to $24.4B in 2022 in the US alone.1

Isn’t it good that founders have more money to test their ideas? Most of the time, it is.

But not always.

With so much cash flowing and so many seed investors, convincing someone to fund a bad idea is easier than ever. Most seed investors risk other people’s money while you risk your time. They don’t spend sleepless nights on your startup. That burden is yours. The result? Many founders unwittingly lock themselves into years of toil for ideas that might not deserve it. The abundance of capital lulls them into a false start. Only later do they see it wasn’t worth their precious time.

Paul Graham said it well in The 18 Mistakes That Kill Startups:

“Another of the characteristic mistakes of young founders is to go through the motions of starting a startup. They make up some plausible-sounding idea, raise money at a good valuation, rent a cool office, hire a bunch of people. From the outside that seems like what startups do. But the next step after rent a cool office and hire a bunch of people is: gradually realize how completely fucked they are, because while imitating all the outward forms of a startup they have neglected the one thing that's actually essential: making something people want.”

I’ve seen it happen over and over again. People rush to raise money before proving the strength of their idea or finding desperate true believers. With funding secured, they hire developers, rent an office, and build their MVP. It’s the standard playbook. Why not follow it?

But over time, many founders feel a trap closing in. They did everything right: agile development, talking to customers, using frameworks, building a culture, staying disciplined. Yet the most important thing is missing. Customers like the product, but they're not desperate for it. You keep searching for the winning answer. Then it hits you. Knowing what you know now, you wouldn't have started down this path. But how can you walk away? You've made promises—to your team, your investors, your customers, even yourself. You feel stuck.

This is the real failure in startups—not failing to succeed, but losing your time. Time spent chasing an idea that wasn’t worth it. Time wasted long after you knew it wasn’t right. Time is the one thing you can’t get back. And that’s the tragedy of it.

Prototypes Should Come Before Pitch Decks

Implementation prototypes offer a structured approach to testing ideas and building conviction before making irreversible commitments. This allows founders to validate their core assumptions while maintaining strategic flexibility.

Implementation prototypes are lightweight experiments that help validate your key assumptions—your inflections, your insights, and their direct connection to specific desperate customers—before committing significant resources. Unlike an MVP, these prototypes don’t have to be functional. Their purpose is to gauge interest and enthusiasm from early adopters, helping you identify whether your idea resonates with a well-understood target audience.

Implementation prototypes allow you to increase your conviction before crossing the Rubicon. You want to validate your inflections, insight, and implementation first. You are better off taking these steps before you set out to build a minimum viable product.

These prototypes help you answer critical questions:

The What: Did your specific value hypothesis unfold in the way you predicted?

The Who: Which customer segment is most desperate for the value?

The How: How much will they pay and what’s the best business model?

Implementation prototypes can take many forms to validate ideas quickly and effectively. For example, an interactive landing page can showcase your concept and track signups or clicks to measure interest. Targeted surveys help uncover customer pain points, refine your value proposition, and confirm alignment with their needs. Guerrilla experiments, such as offering a manual or simplified version of your service, allow you to test demand and understand customer expectations in a real-world context. It’s not about polish. It’s about proof.

Chegg’s Pivot to Textbook Rentals

In 2007, Chegg founders Osman Rashid and Aayush Phumbhra had a problem: their classifieds site for college students was burning cash, and Facebook had just entered the market.

With only four months of runway left, they desperately needed a new direction. They turned to an idea they’d brainstormed but shelved: textbook rentals. There was just one problem—they had no money to build a functional product. So, they improvised.

Textbookflix: A Prototype Born of Necessity

Chegg’s implementation prototype, called Textbookflix, was brilliantly simple: they offered textbook rentals at random prices between $35 and $75 to see what students were willing to pay. They didn’t build a payment system, warehouse, or inventory. In fact, when students tried to check out, they would land on an intentionally placed 404 error page, signaling the end of the test. There were no books—just a landing page and a concept.

The result? Students were willing to pay up to $75 to rent a $100 textbook. The demand was undeniable, even though the prototype itself was rudimentary. With this validation in hand, the founders were able to raise funding, build the real product, and ultimately create a textbook rental empire.

What Makes Implementation Prototypes Powerful?

They Generate Surprises: The best prototypes reveal insights you didn’t expect. For Chegg, it wasn’t just that students wanted textbook rentals—it was how much they were willing to pay.

They Minimize Risk: By keeping costs low, they allow you to pivot quickly without sinking resources into a failing idea.

They Attract Believers: Early prototypes provide tangible evidence of demand, helping you understand customers who are most excited about your concept, even in its roughest form. This early enthusiasm can also make it easier to attract investors down the line, as they see validation through customer interest.

Lyft: Simulating reality “just enough”

The goal when crafting an implementation prototype is to strike a balance between the effort put into the simulation and the kind of concrete feedback needed to gauge if your idea resonates strongly with potential early believers.

Take Lyft as an example. Simple online ads or landing pages weren’t enough to gauge rider and driver reactions. But founders Logan Green and John Zimmer wanted to know if people would be at ease sharing rides with strangers before releasing a product. They made a basic implementation prototype to bridge the gap. Initially, the founders and their friends drove, seeking firsthand feedback. Their cars wore giant pink mustaches, making them distinct and welcoming. To simulate rider demand before launching the official ride service, they used gig-working platforms like TaskRabbit to pay riders to gather genuine responses, refining the app based on feedback. While testing their implementation prototype, Lyft’s founders and their team directly experienced many early riders eagerly telling them, “You have to build this app.” It wasn’t just the words; it was the fervor behind them. The founders weren’t merely collecting feedback; they were witnessing a level of excitement and demand that gave them confidence they were onto something.

Avoiding Common Traps

Implementation prototypes are powerful but come with risks founders must manage:

1. Misinterpreting Feedback: Early feedback from limited groups can be misleading - test with enough potential early believers to accurately gauge true demand.

2. Confirmation Bias: Founders often build prototypes to confirm what they already hope is true. The best founders welcome the surprises more than the validation of what they think they already know.

3. Oversimplifying: Overly simplified prototypes don’t simulate a real enough solution for customers to desperately clamor for you to build it. For instance, a picture of a car on a webpage is not the same as standing beside a concept car, feeling its presence. For your particular situation, you need just enough reality to make it real—enough for the customer to know they desperately need it.

4. Incomplete Business Validation: Prototypes often focus on user interest but might ignore testing their willingness to pay.

5. Alerting Competitors: Prototypes can catch your competitors' attention, so it's best to test them quietly.

By anticipating these risks, founders can steer clear of costly mistakes.

What This Means for You

Caesar's crossing of the Rubicon changed history because he had:

• Tested his assumptions (through years of political maneuvering)

• Built true believers (loyal legions)

• Understood the point of no return

• Planned for what lay beyond the river

Before you raise money or build a minimum viable product, consider building an implementation prototype. Make it strong enough to test if your insight delivers real value—enough to make customers care and change their behavior. It should answer three key questions:

The What: What is the specific value hypothesis I am testing and does my implementation best deliver that value?

The Who: The precise customer segment that is most desperate for your value proposition.

The How: The business model and go-to-market strategy to deliver it

By using implementation prototypes, you can increase your conviction, refine your approach, and get closer to answering: What can we uniquely offer that people are desperate for?

The goal is to validate you have an undeniably great idea. Crossing the Rubicon without conviction risks building out of obligation, especially when early investor false positives fail to deliver the expected upside. As illustrated by these examples, this journey isn’t guided by set formulas or a step-by-step playbook; it requires finesse, adaptability, and on-the-spot creativity.

Your Rubicon of the future still flows and can be yours for the taking – but it's better to cross it like Caesar. He didn't cross his Rubicon on a whim; he did so with conviction born from tangible proof and careful consideration. It's better to embrace that deliberate approach, advancing with evidence-backed confidence, than to leap in too soon and be swept away by enthusiasm that's misplaced and exaggerated.

If you’ve seen great examples of implementation prototypes, especially recent ones, I’d love to hear about them. This is a subject I find really interesting.

And if you’ve made it this far, you deserve a Free Pattern Breakers book

On December 5th at 9 AM PT, Floodgate is teaming up with Deel and Global Founders Capital for a virtual panel on how startups can achieve breakthrough success. If you haven’t already got your copy of Pattern Breakers, this is your chance – as all attendees will receive a copy for free.

Deel COO Dan Westgarth, GFC partner Don Stalter, Floodgate partner Arjun Chopra, and I will discuss Deel’s journey to becoming one of the fastest-growing SaaS companies and how they may have unknowingly used elements of Pattern Breakers.

Register here: Event Link

In our recent post on the importance of storytelling, I pointed out that storytelling isn’t just talk—it’s a proven and vital way of moving people to the future of your design. A great story calls potential early believers to something bigger than themselves, making them heroes in a fight worth joining. It must stand firm against the old ways, forcing a choice and avoiding comparisons with the status quo. Tesla, Airbnb, and Spotify did it, defining their own paths, using their own words, and giving people a new language. 

Although most founders agree that storytelling is crucial, many wrestle with getting it right. Some think you’re either born with it or not. Last time, I laid out concrete steps for getting a story right, but I look for ideas wherever I can find them to make this task easier. So here, I’ll bring in another simple but powerful approach—the Story Spine. It’s a framework I’ve seen turn pitches into deals, leads into sales, and doubters into believers. It’s a tool to make your story stick and get people on board.

Introducing the Story Spine

The Story Spine is a storytelling structure famously used by Pixar and originally developed by playwright Ken Adams. By mastering the story spine, startup founders can more effectively communicate their vision, attract investment, and inspire action.

Much like a storyboard, a story spine condenses a story into its most important parts and aligns with many of the concepts within Pattern Breakers. This basic structure keeps the storyteller on track when they flesh out these moments later. A story spine’s structure goes like this.

• Once upon a time… (sets up the initial situation or context)

• Every day… (establishes the routine or norm)

• But one day… (introduces an inflection that redefines the norm)

• Because of that… (shows the consequences of the change)

• Because of that… (continues to show the cascading consequences)

• Until finally… (resolution or climax)

• And ever since then… (new reality or conclusion)

• The moral of the story is…(there is a new reality that represents an exciting different future)

Why is the Story Spine useful to startup founders?

1. Clarifying vision: Using the story spine helps founders think clearly about their startup's true purpose. It helps distill complex ideas into a simple, logical flow, making it easier to communicate and focus on what's essential.

2. Building empathy: Whether you’re presenting to investors or customers, a well-structured story helps you create an emotional connection. It helps explain not just what your startup does, but why it matters—highlighting the problem you're solving and the impact you're making.

3. Problem-Solution Farming: The structure emphasizes change and resolution, which is vital for startups. Most businesses begin by solving a specific problem, and the story spine framework naturally aligns with this.

4. Iterative storytelling: As startups evolve, so do their stories. The story spine can help founders update their narratives as their products or market conditions change, keeping pitches fresh and relevant.

5. Pitching: The story spine helps founders craft a compelling narrative that investors, customers, and potential team members can easily follow. By laying out the problem, the disruption, and how your product or service resolves it, you're able to quickly communicate the value of your startup.

A Story Spine Helps You Test Your Value Hypothesis

A value hypothesis is a defines how your product will create value for customers. Specifically, it answers the question: "What can we uniquely offer that people are desperate for?"

Startups need to test their value hypothesis early to see if their insight about the market and customer pain points is accurate before scaling their efforts. Without proving the value hypothesis, achieving product-market fit is unlikely.

A Story Spine is Easy to Create

A Story Spine is a lot lighter than a storyboard. Brian Chesky used storyboards for Airbnb—mapping every step of the guest and host experience. It helped them fix problems, fine-tune key moments, and identify key potential moments of customer delight. He even hired a Pixar designer to help sketch it all out.

I’ve talked to many founders about Chesky’s success with storyboards. Most get it and like the idea. But few implement it in their own startups. Storyboards sound great, but they’re hard to create. You need time to create one frame by frame, and time is one thing founders never have enough of, since they are already insanely busy chasing product-market fit, dealing with fires, and trying to avoid running out of runway.

How to create a Story Spine

Much like a storyboard, a story spine condenses a story into its most important parts and aligns with many of the concepts within Pattern Breakers. This basic structure keeps the storyteller on track when they flesh out these moments later. A story spine’s structure goes like this.

• Once upon a time… (sets up the initial situation or context)

• Every day… (establishes the routine or norm)

• But one day… (introduces an inflection that redefines the norm)

• Because of that… (shows the consequences of the change)

• Because of that… (continues to show the cascading consequences)

• Until finally… (resolution or climax)

• And ever since then… (new reality or conclusion)

• The moral of the story is…(there is a new reality that represents an exciting different future)

Story Spine Example: Lyft

In other posts, we talked about the key inflections and insights that shaped Lyft in the beginning. Now, here’s what a story spine for Lyft might have looked like just before they launched.:

Once upon a time, there was a woman in San Francisco named Jane who struggled with finding an easy way to get to work and get to different places for in-person meetings outside the office.

Every day, she would try to find a rare garage that had open space and wasn’t too expensive. She also needed to avoid places where her car could be broken into.

Every day, she would need to drive to another parking garage or take a taxi to in-person meetings outside her office. Finding a cab was even more painful than finding an open parking space because cabs almost never came when they said they would. And when they did arrive, they often wouldn’t accept credit cards or they would take them with janky triplicate credit card swipers.

But one day, while eating lunch with friends, she saw a car drive by with a pink mustache on the grill. She asked her friends if they knew what was going on and one of them mentioned there was a new app called Lyft that let you ride in one of the pink-mustached cars. Some of her friends had tried the service and said it was awesome. Cars arrived quickly. You knew who the driver would be because you could see their profile from Facebook Connect. You knew how the driver had been rated by other riders. You knew when the car would arrive because you could see it in real-time on a map. You could pay for the ride directly from your phone automatically. It made getting a ride feel just as easy and safe as renting an Airbnb.

Because of that, she could get around easily in San Francisco throughout the day. She saved lots of money on parking as well as spent less money than she would have spent on taxis. She was late for meetings less often.

Because of that, she never had to worry about people breaking into her car when it was parked. She never had to worry about getting a parking ticket if she couldn’t find a spot.

Until finally, she realized she didn’t even need to drive to work at all. She could take a ride in a Lyft to work and back as well.

Ever since then, Jane uses Lyft to go to and from work as well as to get around throughout the day.

The moral of the story is that anyone with a smartphone can go wherever they want, whenever they want…potentially without even owning a car. And anyone who’s a good driver can make some extra money on the side, whenever they want.

So, What Does This Mean for You?

Using a structured narrative—like the story spine—helps refine your message and ensure you’re hitting the key points. Once you’ve outlined your core story, focus on tailoring it to your audience’s needs. Ask yourself:

• What’s the 2-minute version of my story? What’s the 10-minute version? 

• How should my delivery differ when speaking to investors versus customers?

The key is practice. The more you rehearse telling your story in different formats and for different audiences, the more prepared you’ll be to deliver it with impact when it matters most.

If you try the story spine, I’d love to hear how it helps sharpen your narrative—and where it falls short.

And, if you want some help thinking through these questions or any of the concepts from Pattern Breakers, you might want to give ChatPB a try–the new Pattern Breakers AI Ideation and Stress Testing Tool by Xpertloop. We are only sharing this with folks on the Pattern Breakers substack because we are hoping to get feedback before we release it into the wild.

We’ve been working with Xpertloop, a startup that built a step-by-step guide to help you master the Storytelling framework below.

Give it a try here: Why Storytellers Move The World

In recent posts, we’ve explored the power of movements and why founders need to rethink traditional marketing. There's a related idea that in my years of investing I have noticed the best founders almost always leverage: the art of storytelling.

In this post, we’ll dive into how you can use storytelling to stand out and ignite change. Here’s what we’ll cover:

• What storytelling really means

• Why storytelling is a vital skill for startup founders

• How to craft a story that moves people

• The power of “languaging” in shaping your story

Storytelling is as old as humanity

Starting a movement requires more than clever wordsmithing. You need a story that reaches the right people and makes them feel a powerful urge to move in your direction. 

We’ve been stirred by stories since the beginning of our existence. Stories have shaped us, held us together, and moved us forward even before the invention of the written word. A powerful story can make your heartbeat quicken and your body temperature change. It's a physical, involuntary reaction. Our brains are wired to respond to them. And when they are told well, stories can spread rapidly.

Storytelling: Your key to leading change

Storytelling is a crucial part of a founder's role, especially for those seeking to radically change the future. A strong story inspires employees, fueling motivation and a sense of purpose within the team. By simplifying complex technologies or business models, storytelling helps customers, partners, investors, and influencers grasp a startup’s core value and why they should support it. In tough times, a compelling narrative helps keep everyone focused on the bigger vision.

As discussed in our last post, RIP Old School Marketing, founders can’t just build and hope people notice. You need to actively share your vision and turn people into believers. Niels Hoven did this with Mentava—he didn’t just launch a product, he sparked debates and built a movement around his point of view. As a pioneering founder, you don’t simply find an audience—you create one. You challenge the status quo and lead others toward change. To achieve this, mastering storytelling is essential.

So, how do you do this?

Stories are developed – not wordsmithed

Some founders have a natural gift for storytelling, but it’s not magic. There are concrete steps you can take to build your own. 

The secret isn’t in fancy words or clever phrasing - it’s to focus first and foremost on the substance of what you want to say. Here’s how you can do it:

Step 1: Appeal to a Higher Purpose

Political movements tell a story that rallies people to a cause larger than themselves. Start-up movements do the same. Tesla is now the most valuable car company in the world. Have you seen their Super Bowl ads? Nope. They almost never spend on advertising—at the Super Bowl or anywhere else. When you visit the Fremont Tesla factory to pick up a car, you see the mission statement written in letters so big they take up an entire wall of the waiting room. It bears repeating:

“Accelerate the world’s transition to sustainable energy.” It’s not a statement about selling cars, at least not directly. They’re appealing to the desire to achieve a higher purpose—a change from the world that is to a world that could be, one powered by sustainable energy.

Appealing to a higher cause also helps you get marketing for free. Traditional marketing buys people’s attention. Movements grounded in a powerful story get it for free as a by-product of people spreading your message for you. A story that succeeds in communicating a higher purpose motivates people to spread your ideas as an expression of their own commitment to that purpose.

Step 2: Attack the Status Quo

Movements need to critique the status quo, not the competition. Tesla, for example, attacks the use of unsustainable energy rather than specific car companies. 

The Weakness in their Strength

Turning the strengths of the status quo into weaknesses is the strongest strategy. It removes the strengths of the status quo as factors of comparison. Look at Airbnb. They didn’t say hotel service was bad. They avoided the comparison trap by offering a choice: Stay in a hotel with the same experience in every city or live like a local. By doing this, Airbnb sidestepped comparing the specific attributes of their service to hotels.

Everybody already knows that the Four Seasons does a good job at lots of things. Why not give them credit? It’s more credible to acknowledge they have mastered the old pattern. But you offer a new pattern that can’t be compared to the old way.

Step 3: Create a Hero’s Narrative for Each Type of Early Believer

Your story should inspire listeners to move from their current world to a better one they co-create with you, positioning them within the hero’s journey. In this narrative, you are the mentor, offering tools and wisdom to help them transform and succeed.

The hero’s journey involves a mentor calling the hero to adventure due to mutual dissatisfaction with the current world. The mentor provides a tool and some wisdom, which the hero initially resists. A setback changes the hero’s mind, leading them to accept the call, use the tool, face trials, and emerge victorious and transformed.Once you understand the hero's journey, you'll be surprised how often you notice it in popular culture.

For example, in "Star Wars," Luke Skywalker initially resists Obi-Wan Kenobi’s call to adventure until a tragedy compels him to join the fight and transform from a farm boy to a Jedi warrior.

To recruit people to your movement, highlight the gap between the current status quo and the better future they can achieve with you. Present yourself as a mentor offering new tools and wisdom. Tailor your story to different audiences—employees, customers, investors—each having their unique hero’s journey. The story must be about their transformation and success, not about you.

Lyft’s founders, Logan and John, positioned riders, drivers, and investors as heroes. They addressed riders' frustration with unreliable taxis, offered drivers flexible earning opportunities, and emphasized the potential for massive category creation to investors. They also anticipated resistance, like concerns about getting into strangers' cars, and addressed it creatively with pink mustaches on cars, making the service more approachable and talked about.

To inspire a movement, ensure your story makes your audience the hero, with you as the mentor guiding them toward a higher purpose and a better future.

Step 4: Force a Choice… by Creating a Category

Competing on price or feature sets traps startups in comparison games, limiting their potential to redefine the market. Price cuts and feature checklists play right to the strengths of well-capitalized competitors and incumbents.Pattern breaking founders offer a radically different future, not just a better present. They force a choice, emphasizing their unique vision.

Steve Jobs did this with the iPhone, presenting it as a unique product combining a phone, iPod, and internet communicator. Tesla did similarly by creating a new category of luxury electric cars, avoiding comparisons with traditional vehicles. Uber and Lyft introduced the novel concept of ridesharing, distinct from taxis.

Don’t Fit in Someone Else’s Container

We live in a noisy, complex world, constantly bombarded by marketing messages. To simplify this, we put things into containers in our minds to make sense of them, fitting them into our existing understanding of the world. Coca-Cola? That goes in the soft drink container in my mind right alongside Pepsi. Mercedes? Park over there in the luxury car container next to the Lexus. These containers reduce the cognitive load of getting through each day, and they shape how all of us live our lives.

If I’m the CFO of a company with a line-item budget and someone proposes a budget for a new thing, the first thing I am likely to ask is “What part of my budget (i.e., category) does that come out of?”

If a startup fits into an existing container, it faces tough competition and follows rules set by others. It will be compared to established players, making it hard to stand out. Comparison is a trap since the terms are set by the incumbents. Living in their container means playing by their rules. "Better" fades into the noise of what is. To cut through the noise, a startup must be different enough to create its own container.

When a product or service creates a new container in someone’s mind, it escapes the comparison trap and lets the innovator define the rules. Steve Jobs excelled at defining new containers during his later years at Apple. He showed how this approach can also be used by bigger companies seeking to break patterns of existing capabilities and competitive rules. Instead of simply improving on existing MP3 players, he reimagined them with the iPod, promoting the groundbreaking idea of “1,000 songs in your pocket” and introducing the intuitive click wheel and the transformative iTunes platform with its new way to buy songs a-la-carte. Similarly, the iPhone wasn’t just another phone and the iPad wasn’t just another laptop or tablet; both established distinct categories in the minds of customers. In each of these cases, competitors soon found themselves aligning with Apple’s vision, effectively operating by Apple’s rules within the containers Apple had created.

Step 5: Find Your Breakthrough Language

When you coin new terms the right way, you own the problem and the solution, shaping how people talk about it. Christopher Lochhead, who we mentioned earlier in reference to category design, calls crafting the right words "languaging." Languaging shapes how people see your product and what it stands for against the old way of doing things. It’s not just naming things; it’s steering the whole conversation. It's a verb because the right words make people think, feel, and act differently.

Companies like Salesforce did it with “No Software.” Slack used “channels” and “workspaces” instead of positioning themselves as just a better email. Twitter introduced “tweets,” offering a new way for people to communicate online. Uber and Lyft did it with “ridesharing,” while Spotify reshaped the music industry with “music streaming.” Each of these companies created new language to define their offerings and set themselves apart. In each case, they weren’t just selling a product. They were selling a new way to think, a new way to see the world. 

If people respond to your startup idea by asking how it compares to existing products, your languaging isn’t clear enough. Your story needs to use language that clearly sets you apart and resonates deeply with the right early supporters. They shouldn’t see you as a version of something else that fits in a container they already know about; they should recognize you as something entirely new, creating a fresh container for you in their minds.

So What Does This Mean For You?

If you were to develop a story to describe your startup and the movement it wants to create, how would you answer these questions:

• What is Your Higher Purpose? What cause bigger than you can you rally people around?  How is the cause not just about you and what’s in your interest?

• What is the Status Quo And What’s Wrong With It? What’s the different future we are proposing? How is it different? How does it align directly with our higher purpose?

• How Can You Position the people you want to persuade as heroes in their own journey? What specific tool and magic do you provide as the mentor?

• Are you Forcing a Choice? How are you different, not just better? Have you managed to avoid comparisons with other companies or startups? If not, why not?

• What is your New Language? How does it tie back to your higher purpose, different choice, and the world that could be rather than the world that is? How will your different language inspire different thoughts, feelings, and actions in your early believers?

And, if you want some help thinking through these questions or any of the concepts from Pattern Breakers, you might want to give ChatPB a try–the new Pattern Breakers AI Ideation and Stress Testing Tool by Xpertloop. We are only sharing this with folks on the Pattern Breakers substack because we are hoping to get feedback before we release it into the wild.

Old-School marketing is dying. What once worked for big companies with established market positions increasingly falls flat, and for startups looking to change the future, it’s all but worthless. This piece digs into why that’s true. We’ll look at how startups can gather their first believers and turn them into a movement. As for the critics—let them shout as loud as they want. Their noise will further fuel your growth, bringing even more of the attention you need.

We will consider:

• The need for founders to take charge of their own story.

• How founders can steer clear of others’ tribes and build their own.

• The power of naming a clear enemy that stands for the old ways.

• How founders can close the gap between the world today and the one they’re building.

Pattern Breakers Market Differently

Most startups stick to traditional methods of getting their message out. They see themselves in a market, fighting for a larger “share” of it. They launch campaigns and run programs, trying to catch the attention of potential buyers by honing the right messages and driving leads through a sales funnel. To get more PR, they try to have their story told in the right publications, through the right media, and on the right channels.

But pattern-breaking startups don’t follow these old rules of marketing. They don’t just market a product; they’re not content with capturing a “share” of an existing market. That’s thinking small. Instead, they ignite a movement that allows them to rise to the top uncontested, while others scramble for the leftovers. And they don’t rely on outside voices or media to shape their narrative. They speak directly and boldly, telling their story on their own terms.

A couple of months ago we released a post called “How Movements Make Radical Change Real”. We shared that a movement is started by appealing to a higher purpose, identifying your enemy, and focusing on early believers. But I wanted to take this a step further, by sharing a recent example of someone who brought their movement to life and how you can too.

Traditional PR Doesn’t Work for Pattern-Breaking Startups

Founders used to rely on others to tell their story because they had no choice. To reach a broad audience, they needed the press. The media gatekeepers held the keys to public attention, and without their nod, stories went untold. But those days are over. Social media, newsletters, podcasts, and other direct channels have diminished the press’s relevance. At the same time, the media’s abuse of its gatekeeper status has eroded its credibility—people see through the agendas in the headlines.

That’s why playing it safe with watered-down, committee-driven messaging is a mistake. To stand out, you must speak boldly and with conviction. That’s what Niels Hoven has done with Mentava, a startup that is aiming to teach two-year-olds to read at a Kindergarten level. That audacious vision rattles the norm, and that’s the point. When you’re breaking patterns, you don’t stay quiet—you make noise, and you don’t back down when people come after you.

Communication is the Founder’s Job

There was a time when founders stayed mostly in the background, focused on building their product. Maybe they were seen as harmless nerds, not a threat to the status quo. But those days, if they ever really existed, are over.

As a founder, you may not care for the heated tech debates, but they care about you. If you stay silent, you give up the opportunity to lead a movement—and without a movement, you can’t build a pattern breaker.

No one is better suited to lead that movement than the founder. No one else has the same passion, vision, or commitment. It’s not about being polished or perfect—it’s about being real. The founder knows the heart of the company and can stand up for it when inevitable challenges come.

Niels Hoven nailed this with Mentava. He didn’t just launch a product—he launched a stand against mediocrity. And while the company just launched, Niels has long been communicating his vision publicly. The bio of his X reads “We teach preschoolers to read. I post about supporting high-achieving kids.” and by design, he tweets about his vision non-stop. This has created unexpected opportunities, such as a viral debate on X that wasn’t just about buzz; it was about childhood education mediocrity. By sharing his vision, challenging the status quo, and speaking directly to his audience, Niels sparked a movement of early believers.

Pattern-Breakers Master the Narrative

In marketing, people often talk about “defining your audience.” But for pattern-breaking startups, it’s deeper than that. Your audience isn’t just a group of potential buyers; they’re believers in a shared future–a future you’re building together. Mastering the narrative means turning your audience into a tribe.

To be clear, this doesn’t mean latching onto an existing tribe. In fact, it’s better if you don’t. This isn’t about aligning with political causes or adopting someone else’s fight. It’s about defining your tribe, speaking directly to them, and exciting their tribal spirit. At the same time, you define the tribe that stands against you, the one that embodies everything that’s wrong with the status quo.

Traditional marketing avoids conflict, focusing on delivering the right message without inviting negative attention. Pattern breakers go further. Niels Hoven rallied parents who want educational excellence for their kids and also defined his out-group: those lowering standards in the name of “equity,” promoting mediocrity. By calling them out and showing how well-meaning policies have backfired, he energized his tribe.

When breaking the mold, your vision may not be clear to everyone and so creating a narrative also means linking the known to the unknown. In Mentava’s case, Niels did this by using the metaphor of sports: just as young athletes get advanced coaching, children deserve the best education. You need to show the gap between today’s world and the better one you’re offering—a future so compelling it draws people in.

Haters Can Be a Good Thing

Lastly, haters can be a good thing. The right kind of haters, anyway. The ones who stand for everything wrong in the eyes of your target audience. They reveal their weakness and, in doing so, strengthen your position. As the singer Doja Cat puts it (admittedly in a very different style than my own), “that’s a ratin’, that’s some hatin’, that’s engagement I could use.” Being controversial isn’t a risk to avoid; it’s a strength to embrace. The right enemies make your story stronger for the people who matter—your tribe. And when your tribe believes, the movement grows.

So, What Does This Mean for You?

A pattern-breaking startup needs a clear, honest story told directly by the founder to early believers. So once you’ve defined your higher purpose, your enemies, and most importantly your early believers, consider asking…

1. Am I personally taking ownership of the movement that I’ve created?

2. What is my game plan to elevate my communication and energize my tribe?

3. Am I prepared to defend this movement, no matter who comes after me?

And, if you want some help thinking through these questions or any of the concepts from Pattern Breakers, you might want to give ChatPB a try–the new Pattern Breakers AI Ideation and Stress Testing Tool by Xpertloop. We are only sharing this with folks on the Pattern Breakers substack because we are hoping to get feedback before we release it into the wild.

The Pattern Breakers book is available now wherever you get your books.

Pattern Breakers on Lenny’s Podcast

Many of you have likely heard of Lenny Rachitsky, who has emerged as one of the best writers on Substack in recent years. Over 700,000(!) people now subscribe to his popular newsletter and he has augmented it with an equally popular podcast. Lenny curates lessons and knowledge from world-class product leaders and growth experts to uncover concrete, actionable, and tactical advice to help build, launch, and grow products. As you might have noticed in my Substack recommendations, I’ve long recommended his newsletter and podcast to our readers.

Lenny took the time to interview me about the Pattern Breakers book. True to his reputation, he came extremely well prepared and the interview captured the key themes of the book extremely well. If you haven’t checked it out, you should. His coverage of key topics and good pacing was really effective. I learned a lot during the process I hope I can apply to my own efforts.

Here’s a link to Lenny’s newsletter about the episode.

Thanks, Lenny!

The Pattern Breakers book is now available wherever you buy your books.

In this post, we’ll explore why seeing your startup as a movement is powerful. We will consider:

• The need to define a higher purpose.

• The importance of having a clear enemy.

• How to draw a stark contrast between the status quo and the enemy that personifies it, and the future you propose.

• How to find those who are ready to join you first as co-conspirators, and recognize those who are not.

• The value of co-creating the future with early co-conspirators and how to ask them to take specific actions and play specific roles.

What is a Movement?

Ideas make radical change possible. Movements make radical change happen. Product ideas that incorporate elements of inflection theory—inflections and insights—create potential for radical change. But to transform potential into reality, you must be more than just right about the future; you have to change how people behave. A movement is a mechanism for converting potential radical futures into actual ones.

Without a movement, you’re alone in the future with a radical idea that changes what's possible and offers new capabilities. But that’s not enough. You need to draw real people toward the future you're envisioning. 

It's not easy. The real world is filled with big incumbent companies and people with ingrained habits. Incumbents have a lot of things figured out and plenty of assets to maintain their dominance. They're embedded in an ecosystem with partners who have a vested interest in the status quo. Additionally, customer habits are hard to change.

In contrast, startups lack products, customers, or meaningful resources. This will remain the case unless they find a way to change how people think, feel, and act, turning them into early believers who embrace your insight.

Movements Escape the Comparison Trap…by forcing a Choice…

Movements, often more prominent in social or political contexts (e.g., civil rights movement), succeed by appealing to, animating, and activating beliefs while empowering the underdog against the entrenched status quo. They work outside the established system to create radical change. Incremental reforms come from within the system; radical changes come from revolutionaries outside it.

In business, most startups embrace the patterns of acting within the existing system. Breakthrough startups are like revolutionaries aiming to overthrow the status quo and create fundamentally new rules and patterns. They turn the strengths of the status quo into weaknesses, like judo masters using opponents’ size and strength against them.

Consider Airbnb. The status quo before Airbnb was hotels, which have a lot of things going for them. When you stay at one, you know what to expect. A stay at the Marriott in Austin will offer a similar level of service quality and overall atmosphere as a Marriott in San Francisco or even Paris. Marriott has spent decades perfecting its ability to provide this uniformity of service, and they do it well. 

What is the weakness in this strength? 

It’s precisely that the hotel experience in all three cities is similar. Airbnb’s founders reframed the choices about lodging in a way that makes this seem like a limitation rather than a benefit. What if you become convinced that your experience in Paris shouldn’t be more or less the same as your experience in Austin? Why not live like a Parisian while in Paris and a Texan while in Austin? Won’t your travel experience be more authentic if you “live locally” in every city you visit and get to experience the best of what each has to offer? Framing the choice about lodging this way turns the very things that hotels are good at—standardizing experience, providing a central location for tourists, and so on—into their greatest weaknesses.

You’ll notice that Airbnb didn’t compete with hotels by saying they were “bad” at lodging or that Airbnb was “better” than hotels. Instead, they escaped the comparison trap entirely by forcing a choice and not a comparison. Stay in a standard hotel the way you would stay in one in any city or live like a local. Pick one way or the other.

How to Start a Movement

Appeal to a Higher Purpose

Just as a breakthrough idea starts with an inflection and insight, a movement starts with a provocative higher purpose. This higher purpose energizes specific people with specific calls to action. For instance, Tesla's mission is to "accelerate the world’s transition to sustainable energy.” Notice that the statement doesn’t even refer to the product Tesla sells. It instead defines a goal that transcends mundane concerns for products and sales and features and benefits. It gets people to focus on a higher purpose – the well-being of the environment and humanity at large.

President Kennedy gave a speech declaring that by the end of the decade, the United States should land a man on the moon and bring him home safely. He wanted every American to feel a higher sense of purpose about supporting his vision. Later, when JFK was touring NASA headquarters and stopped to talk to a man with a mop, he asked him “What do you do?” The janitor replied, “I’m putting the first man on the moon, sir.” The janitor could have said, “I clean floors and empty trash.” Instead, he saw his role as part of the higher purpose which was to fulfill the vision outlined by the President. As far as he was concerned, he was making history.

Identify Your Enemy

Your story must also have an enemy. That enemy doesn’t have to be a specific product or company; it’s the status quo. Apple’s “1984” commercial positioned IBM’s dominance of the computing industry and its corporate-centricity rather than its focus on individuals as the enemy. Salesforce’s “no software” campaign targeted traditional enterprise software, which was complex, brittle, and hard and expensive to maintain, operate, and upgrade. Slack positioned work email as the enemy. Your story must villainize the status quo by describing its problems, create a sense of grievance about those problems, and sharply contrast between the world governed by the status quo and a world freed from its dominance. When the right early believers see the contrast, they need to feel an intense desire to never again accept the world as it currently is.

Focus on Early Believers

You can't create a movement alone. Your job is to be the catalyst of a movement that is embraced by a minority at first and by the mainstream over time.

Once you have a provocative higher purpose, you need to build an early coalition of the people I refer to as co-conspirators. Building your early coalition starts with asking a simple question: 

Who is ready to move first?

Co-conspirators are not normal people. They’re zealots who steal the whiteboard pen out of your hand when you deliver a presentation to them. They’re animated by belief more than utility. Start-up employees are different from normal big-company employees. Start-up customers have different motivations and risk profiles than normal customers and start-up investors look for different factors than traditional investors. When chosen wisely, all these individuals act as co-conspirators, joining you in a shared secret, an “us versus them” battle, uniting a passionate minority against the prevailing norms of the majority.

You’ll encounter lots of people on your start-up journey: friends, family, potential employees, customers, partners, and investors. Here’s the thing: most are normal people, which means they expect things to stay the way they are. As a result, they’ll often be unable to grasp the insight behind your new idea, even if they are rooting for your success. For the founder, the temptation is to appeal to normal people because there are so many more of them. But that leads you to an incremental approach as you compromise to win them over.

Instead, it’s important to recognize that there is a tiny subset of people who are prepared to move into the future with you. They are your co-conspirators because they believe in your insight before others do. These are the people to focus on.

The canny start-up founder motivates co-conspirators by leaning into the unconventional beliefs they share—in particular, beliefs about the possibility of a different and better future. To move them forward, you need to show them that your shared beliefs about that future don’t represent some abstract possibility. You need to show them that realizing that future is feasible and desirable, and you need to offer specific calls to action. The calls to action can be framed, as most great stories are, in the form of a hero’s journey. It’s a classic form of storytelling. (We will talk about storytelling in a coming post.)

Passing the Tipping Point

A movement starts with the defiance of a few. Early success provokes the establishment to fight back. Eventually, it reaches a tipping point where normal people accept your ideas as the new normal. As a start-up investor, witnessing a company gain mainstream recognition is rewarding. It signifies that the movement has succeeded in establishing a new status quo. For instance, the moment I realized ridesharing was transcending into the "new normal" was when I began spotting Uber and Lyft signs in airports, a clear indicator of mainstream acceptance. Similarly, Twitter's tipping point was evident when it made an appearance on Oprah and when Twitter handles and hashtags started becoming ubiquitous in TV ads.

Pattern-breaking ideas usually start as heresy before they eventually become conventional wisdom. As a result, the story we tell in hindsight rarely captures the whole truth. Some successful startups, once considered radical, become integral to daily life. It becomes difficult to recall a time when their ideas were deemed crazy. Eventually, these companies shift from being rebels to defenders of their established rules. They may present a polished version of their origin story, making it hard to know the unconventional behaviors of their early days. They may diminish the role of some of their earlier radical actions to avoid being off-putting to a more mainstream and conventional audience.

What does this mean for you?

It’s powerful to think of your startup as a movement. In applying these concepts to your own startup, consider asking:

What is your startup’s higher purpose?

Who is your enemy? What is the contrast between the status-quo they represent and the future you propose?

Who is ready to move with you first and be your early co-conspirators? Who is likely not ready? Why are some more likely to embrace your different future than others?

What different future are you trying to co-create with your co-conspirators? What role are you asking them to play and why should they want to?

The Pattern Breakers book is now available wherever you buy your books.

Founder-Future Fit

Key takeaways:

• Greatness rests not just on general traits like ambition, curiosity, adaptability, and a relentless focus on users. It hinges equally on how authentically a team aligns with the future they aim to create.

• At times, a team lacking in experience is better suited for the future. They see new possibilities with a beginner’s mind, unclouded by past experiences. In other cases, seasoned expertise and a proven track record is important to build customer trust.

• Justin Kan personifies this lesson. His success with Justin.tv/Twitch showcases the power of a founder's fit with the future. Yet, the same person can falter if that alignment is absent, which was the case with his subsequent startup, Atrium. We are fortunate that he shares his contrasting stories with such candor.

I talked to Justin Kan of Justin.tv/Cruise fame a couple of weeks ago on my Pattern Breakers podcast. His story reminded me of one of the critical characteristics I’ve seen in the breakthrough startups: The importance of “Founder-Future Fit.”

The Importance of Founder-Future Fit

What are the traits of a great founder? It’s tempting to respond in broad strokes: Vision and insight. Tenacity and endurance. Ambition. Adaptability. Curiosity. A maniacal focus on users.

These attributes ring true, but it’s important to remember that different opportunities call for different types of founders and teams. 

Founder-Future Fit means a founder or startup team aligns more authentically with a radically different future than anyone else. This alignment brings great advantages. Authentic and practical passion for future technologies enables founders to discover insights ahead of the curve and grasp vital details overlooked by others. This greatly contributes to uncovering ideas with groundbreaking potential. This authenticity also draws in early customers, investors, and believers. Which gives the startup the edge over its competitors in achieving product-market fit first.

So then, why is Founder-Future Fit so important and what should you look for to see if you have it?

The Advantages of Authenticity

Founders don’t create the future by themselves. They co-create it with early believers who agree with their vision. Early believers make choices about who they want to trust. 

These are the traits they seek:

• Who knows this future the best?

• Who is the most intrinsically motivated about this future?

• Who knows the best people to make this future happen?

Returning to the story of Justin Kan…

When Justin Kan co-founded Justintv, the idea of livestreaming one's life 24/7 seemed absurd. Yet, Kan epitomized the future he pursued. He embraced being an influencer before the term existed, driven by intrinsic motivation. His understanding of how people his age wanted to express themselves was more valuable than the knowledge held by seasoned media executives.

Contrast Justin.tv with Justin’s next startup, Atrium. The original idea behind Atrium was to revolutionize the legal services industry by using technology to streamline and automate legal workflows, especially for startups. In contrast to Justintv, which seemed kind of crazy, Atrium made sense to lots of people when they first heard about it. And yet, Justin Kan attributed much of Atrium’s downfall to his own lack of zeal for legal tech. Reflecting on it in our interview, Justin confessed to being driven by extrinsic motives. He wanted to match the success of Brian Chesky or Drew Houston. His passion did not lay in the future he sought, but in becoming a higher-status founder.

Founder-Future fit varies greatly among startup opportunities. 

Take the founders of Applied Intuition. They create very complex software for autonomous and electric vehicles. When you deliver this type of software, you’re talking to the CEOs of the major car companies. When they look at you across the table, they need to believe that you are the most qualified person in the world to solve their problem. Success demands industry expertise and a track record of success. It shouldn’t come as a surprise that Applied’s founders, Qasar Younis and Peter Ludwig, were raised in Michigan and worked at Google on its maps initiative along with Waymo. Qasar had also worked at General Motors earlier in his career. They had a background from central casting to start a company like Applied Intuition.

Another example is Todd McKinnon of Okta. As Salesforce's VP of Engineering, Todd had seen customers struggle with deploying more and more cloud applications. He knew they were struggling with identity management and he was confident he could build a solution for them. Selling to them required credibility; these customers needed assurance that a startup could deliver. Todd's strong founder-future fit for this opportunity was obvious. 

Time and again, I’ve seen the power of Founder-Future Fit as an early signal. 

Eric Yuan embodied strong Founder-Future fit when he started Zoom. He had spent over a decade at WebEx and Cisco, gaining valuable experience in video conferencing. Seeing the limitations of existing platforms, he envisioned a simpler, more user-friendly solution, anticipating the need for mobile conferencing. Originally called Saasbee, Zoom aimed to be a consumer-focused video chat app, focused on providing what he called “poor man’s telepresence.” Ten months after their seed funding, they shifted focus to business, renamed themselves Zoom, and adjusted their strategy. Yuan's Founder-Future fit was a more powerful signal about the future prospects of his startup than his initial product concept.

As a seed investor, it's a humbling lesson I’ve seen repeatedly: founder-future fit often outweighs the current product's correctness in predicting the potential for a breakthrough. Founders can navigate the product to something else. But it’s tough for them to overcome a lack of authenticity if it never existed in the first place.

So what does this mean for you?

There's only one you in this world. 

Being a great founder means choosing opportunities that let you be your best self. 

Yes, the general traits of greatness matter. 

But so does your ability to focus on where your skills and intrinsic motivations lie, to know where you and your team have the edge, and where you don't. Founder-future fit is about asking which future aligns most authentically with who you are, what motivates you, what you know, and who you know. It's about understanding how your insights and experiences impact you and your team’s ability to reach product-market fit first.

In the end, being a great founder is largely about authenticity. You must believe you are the one to see the right product to build before anyone else. You need to be the best at inspiring early believers to follow you, and not other alternatives. You need to love the domain you are building in. Todd McKinnon of Okta has said, "Sometimes you have to believe even when you don’t believe." 

If you’re not chasing something you’re truly obsessed with, you'll give up while a more passionate founder will press on. Often, that is what separates failure from greatness.

We should all be grateful for Justin Kan’s willingness to tell the truth with no tricks about his startup journey. His openness and courage in telling us about his successes and failures are very helpful in understanding what leads to breakthroughs. He personifies the importance of founder-future fit…in both his successes as well as his setbacks. And in so doing, shows us the power of aligning our efforts with where we are best fit to truly shape the future.

The Pattern Breakers book is now available wherever you buy your books.

We've discussed why radically different ideas are vital for pattern-breaking startups. But great ideas alone aren't enough for outlier success—not even those with the most powerful insights. For ideas to accomplish their intended radical change, founders must bring others along into the future they see.

Asking people to abandon the familiar for an uncertain tomorrow is provocative. It unsettles most. Just claiming to be different won’t do if you act like everyone else or play by the rules set by others. Pattern-breaking founders don't succeed by blending in or sticking to the usual paths. They persuade others to adopt new habits through their pattern-breaking actions. 

How Pattern Breakers Act Differently

Pattern breakers draw a stark dichotomy between the world as it exists and the world as it could be, urging us to journey to a different future with them. Because their ideas and actions are so radical, they often face the fierce resistance of a world reluctant to change. Even their closest advisors and family try to bring them back into the mainstream. Critics scorn them, incumbent corporations try to defeat them, and sometimes governments even try to outlaw them. But they forge ahead, driven by a purpose far beyond conventional acceptance.

In studying pattern-breaking founders, it can be tricky to pinpoint common ways they defy norms to achieve their goals. Many tales of pattern-breaking actions are unique like snowflakes. Brian Chesky sold cereal to fund Airbnb before they could raise money. Justin Kan and Emmett Shear sold their startup Kiko on eBay before launching Justin.tv. The Lyft founders launched an illegal service in San Francisco, knowing they would need to get the laws changed. Despite the variety of their daring and creative actions, I've noticed three forms of pattern-breaking actions that contribute to their success: movements, storytelling, and disagreeableness.

Movements are the mechanism that pattern-breaking founders use to move people to a different future of their design. This involves clearly distinguishing between the world that is and the world that can be. It also requires focusing on and enlisting the right co-conspirators—the first true believers who form the heart of your early start-up team, customers, and investors.

Effective movements require bold, decisive, and sometimes idiosyncratic leadership. Powerful storytelling motivates the right early believers to support and champion the cause. 

Any breakthrough startup defies current norms. Grit, the willingness to choose unconventional methods others avoid, and even a touch of disagreeableness are essential for success. Just as ideas fail when they fall into the comparison trap, startups won't achieve their mission by conforming to traditional methods. To succeed, they must avoid the conformity trap.

Let’s briefly describe each of the elements of Pattern Breaking Actions, starting with movements.

Movements

A movement is a group of people joining forces to redefine the future.

Creating a movement starts with defining a higher purpose—one that extends beyond just the desire of a company to make and sell better products. For example, Tesla’s mission is to accelerate the move to sustainable energy, not just to make better cars than Ford or Toyota. Their mission doesn't even mention cars.

Defining a higher purpose attracts co-conspirators, beginning internally with team members, then spreading externally to early customers and investors. As more and more people join the cause, the movement takes shape and alters how people in society behave. 

Movements are a different way to compete against the status quo because they transform the greatest strengths of incumbent institutions into their greatest weaknesses—the way judo masters use their opponents’ size and strength against them. 

Just as great ideas are hard to formulate, movements are hard to initiate. The incumbent institutions that dominate the present fight hard against movements—understandably. Their continued dominance—in fact, their continued existence—usually depends on maintaining the status quo. They fight to preserve it using all the powers at their disposal, including the media, lobbying, and lawsuits.

Sometimes, big companies can spark movements, like when Apple launched the iPhone or Amazon unveiled Amazon Web Services. Regardless of a company's size, successful movements bring the same result: they overthrow the old ways and set new patterns in their place.

As movements expand, their impact shifts from influencing a small group to affecting the majority. What was once dismissed or rejected is now embraced as the norm. It becomes the story that’s accepted by the mainstream.

Speaking of stories, it’s useful to consider a vital component of creating movements: storytelling. 

Storytelling

Storytelling persuades early believers to join a movement.

The ability to tell compelling stories is crucial to achieving pattern-breaking success. Storytelling isn't just “marketing”; it's essential for recruiting early employees, convincing investors, and attracting early customers.

The hero’s journey is an effective storytelling framework. It has three parts: the hero (your audience), the world as it is, and the world as it could be. The hero, with a mentor's guidance, goes on an adventure, faces challenges, and is transformed. Crucially, in a startup, the founder is the mentor, not the hero. The founder’s job is to inspire and lead early investors, customers, and employees from the present world to a future one. In this new world, these various types of co-conspirators step into the role of heroes on their own journeys, undergoing profound transformations.

A story must vary based on the audience. Customers, investors, journalists, and potential employees all have different motivations and respond to their own type of narrative.

Consider Lyft's story. Founders Logan Green and John Zimmer positioned themselves as mentors. They connected with early riders by addressing frustrations with unreliable taxis and scarce parking. Lyft's story was a better transportation experience, symbolized by an easy-to-use ride-hailing app and the friendly pink mustache on cars. For investors, the story focused on potential financial returns from achieving network effects.

Disagreeableness

Disagreeableness can be an asset, both in the development of breakthrough ideas and the execution of movements to actualize them. 

Disagreeableness aids founders in saying no when necessary, protecting bold ideas from dilution. It also helps counter the frequent rejection startups face. Resilience, fueled by unwavering conviction, is crucial for pattern-breaking founders to overcome negativity.

People often praise business leaders who keep the peace, build consensus, avoid conflict, or promote stability. But breaking patterns requires leaders who “act different” – who demand the best from their teams and themselves. Transformative leaders like Steve Jobs, Elon Musk, and Jeff Bezos act differently; they thrive on confrontation, challenging the status quo and fostering high expectations. They forge strong teams and exceptional results by demanding excellence rather than harmony. Those most committed to greatness are motivated not by agreement but by confronting hard, meaningful challenges. 

Disagreeableness also shields against conformity. Societal pressures can trap founders into playing by the rules of the status quo, stifling breakout success. Pattern-breaking startups like Lyft defied norms when it illegally launched its service. They knew that seeking permission from the San Francisco government before launching would have meant certain failure. Instead, they built something that they knew would improve the lives of city residents before engaging in a discussion with the city on how to make it a permanent reality.

Disagreeableness can go too far. Extreme or gratuitous disagreeableness is damaging. Pattern breakers should balance authenticity and high expectations while avoiding abrasiveness that crosses into cruelty. Some succeed without mastering this balance, but their success often comes despite this flaw, not because of it.

Genuine authenticity means holding firm to convictions without using disagreeableness as an excuse for counterproductive behavior.

What questions does this raise for you?

There’s much more to cover about starting movements, storytelling, and mastering effective disagreeableness. I want to hear your thoughts, questions, and doubts:

• Have you considered your startup as a movement? How does it create a conflict between the interests of your co-conspirators and the majority?

• Have you fully harnessed storytelling to ignite the passions of your early believers? Have you made them the rightful heroes of their own journeys? Have you resisted making your startup the hero?

• How do you find balance between being disagreeable versus going too far? What’s the best way to be authentic while refusing to compromise your mission?

See you next week when we drill down on movements.

The Pattern Breakers book is now available wherever you buy your books.

Key takeaways:

• A “superbuilder” can be the difference between ordinary success and greatness.

• If a freelancer or someone on Fiverr or Upwork can build it for you, they can build it for someone else. Superbuilders are a core part of the “talent alpha” that helps a startup break away from the pack.

• Superbuilders bring more than just technical ability. They attract superior technical talent and partners and embody leadership through action. This flywheel is critical to startup success.

I talked to Kyle Vogt of Justin.tv/Cruise fame last week on my Pattern Breakers podcast. His story reminded me of one of the critical characteristics I’ve seen in the breakthrough startups: The presence of a “Superbuilder” on the founding team.

It’s tempting to think of technical people in terms of their “skills” – Are they full-stack or UX? Do they know a certain language or have a certain type of experience in their background? But what I am describing here is more profound: A superbuilder is someone endowed with not just technical prowess but also insatiable curiosity, unwavering tenacity, and a staunch belief in their capability to surmount any technical hurdle. Such individuals, I’ve observed, are often a linchpin in start-ups that achieve outsized success.

Kyle’s Role at Twitch

Justin Kan, one of Kyle's Justin.tv co-founders, speaks of him with great reverence. He likes to recount how Kyle would "hero code" the company out of crises during Justin.tv's early days. There were times when Kyle would lock himself in a room for days, battling problems head-on, emerging later with working solutions to technical challenges that had seemed impossible.

Kyle Vogt, co-founder Justin.tv, Cruise Automation, and The Bot Company

Michael Seibel, another Justin.tv co-founder, shared a powerful example from those early days. When Justin.tv was just a year old, it was swarming with users streaming copyrighted content, including major sporting events. NBC had invested heavily in the streaming rights for the 2008 Beijing Olympics. It was fiercely protective of its interests. Back then, Justin.tv was a fledgling startup, stumbling through the fog in search of product-market fit. Michael Seibel got a call from a high-powered lawyer at NBC, a moment seared into his memory.

It came on a Friday afternoon. She gave him the heads up that by Monday, a court in San Francisco was about to order Justin.tv to shut down the site for the entire month. This would eliminate any chance of Olympic broadcasts being illegally streamed on Justin.tv. But it wasn't just about the Olympics. The month-long shutdown was proposed for the entire site. This could have destroyed the platform. Justin.tv might have been finished.

Staring down this existential threat, Seibel desperately looked for an angle, for any solution that would convince NBC to moderate its stance. The lawyer mentioned YouTube’s special software that NBC was using to monitor and take down copyright-infringing content. Seibel proposed, “What if we built something similar for you over the weekend?”

The attorney didn’t pay much heed to this idea because it seemed impossible. But Kyle and the team worked relentlessly during the weekend. By Sunday morning, they presented their solution to NBC. After testing it, NBC decided not to pursue shutting down Justin.tv. They opted to use the tool instead. 

This example highlights the critical role a superbuilder can play in a crisis. And as Michael Seibel points out, there's a deeper essence to a superbuilder. One key trait often overlooked is faith. Superbuilders believe in their ability to create what they've never built before. Kyle Vogt embodied this. He believed he could build anything, and it turned out he pretty much could.

A superbuilder can be the difference between typical success and greatness

Today, we live in a world where you can get things built anywhere. You can specify a product and go to an online service like Fiverr or Upwork to find a freelance coder, or hire contractors from places all around the world with lower costs.

This is all great, in some ways. But the fact that you have access to Fiverr and Upwork means anyone you're competing with has access to the same capabilities too. You don't gain any fundamental competitive advantage.

For a startup, winning is not just about the cost of building things. It’s about the ability to build whatever is needed for a breakthrough, and to do it as fast as possible. It’s about building what others can’t build. It's about navigating the unforeseen, constant barriers. A startup thrives on uncertainty, where adapting to the unexpected is priceless. When flaws surface, the unbound "superbuilder" swiftly guides toward the right path. Their readiness for unpredictable hurdles grants startups an unfair advantage, ensuring success in the face of uncertainty.

A superbuilder attracts greatness like a magnet

Superbuilders play an important role in attracting other co-conspirators as well as customers and partners because they excite and inspire people who care about technical excellence. And these people don’t lead by talking. They lead by building great things, which draws in others who are serious about building great things for real, without the BS.

In the early days of a start-up, the superbuilder can be as important to greatness as the start-up leader, and they’re often not the same person. Superbuilders bring to the task a set of complementary creative capabilities that can’t be replaced or duplicated.

A superbuilder doesn’t just bring expertise; he or she accelerates a team’s pace, sometimes making the difference between the company’s success and failure. 

Fulfilling a lifelong passion

And this brings us to a more recent chapter in Kyle’s story: his legendary work at Cruise Automation, a company dedicated to autonomous vehicles and robotaxis. His passion for this challenge began in his teenage years and intensified during his days at MIT. 

When I saw Kyle in the early stages of Cruise, I was already grateful for his role in Twitch’s success. Everyone on the Floodgate team was. But most were skeptical about Cruise’s prospects. They didn't have a working product yet. Keep in mind this was a decade ago, and it was uncertain if any team could ever make a product like this work.  They had already faced a setback when their initial attempt to attach high-tech smart roof racks to existing cars failed, forcing a hard pivot. Trusting my instincts, I invested anyway. I did it because I had faith in Kyle as a superbuilder. If anyone could build a team that could overcome this incredibly hard technical challenge, he could. Less than a year later, GM acquired Cruise for over $1 billion. More important than the financial outcome was Kyle’s impact on the future. He realized his childhood dream to make self-driving cars a reality. Cruise Automation's contributions to autonomous vehicle technology and urban transportation have had a lasting impact on the industry and the future of mobility.

So what does this mean for you?

Whenever you can, get a superbuilder in your domain as a co-founder on your startup team.

What traits should you seek in such a person? Kyle Vogt demonstrated all of them:

• Technical Expertise: Kyle brought exceptional technical skills to the team. He was instrumental in building the core infrastructure that enabled live streaming, a challenging and innovative feat at the time.

• Problem-Solving Ability: His knack for solving complex engineering problems helped Justin.tv overcome numerous technical hurdles, ensuring the platform was robust and scalable.

• Innovation and Creativity: Kyle's innovative mindset contributed to the development of new features and improvements, keeping Justin.tv at the forefront of the live streaming space.

• Dedication and Work Ethic: His dedication and tireless work ethic inspired the team and drove the project forward, often going above and beyond to ensure the platform's success.

• Leadership and Collaboration: Kyle's ability to lead and collaborate with other team members fostered a productive working environment that emphasized rapid execution and output, in spite of Justin.tv’s chaotic circumstances.

Never fight fair

In closing…

On the Pattern Breakers podcast and in our Pattern Breakers book I’ve often emphasized that business is never a fair fight. The only question is who gets to have the unfair advantage? The status-quo and the incumbents? Or the startup with its willingness to radically change the rules? 

Having a superbuilder on your team is crucial to tilting the playing field in your favor. Without such a person, the odds start to favor the incumbents with their superior resources, and you're more likely to face other startups who can easily mimic your work.

The good news is you don't have to fight fair. To tilt the odds in your favor, do your best to make sure you have a superbuilder on your team, ideally from day one.

The Pattern Breakers book is now available wherever you buy your books.

Key takeaways: 

• Uncomfortable with the unknown, founders often approach early customers hoping for validation; that reassuring nod, the “I knew it!” moment when their beliefs are echoed back to them.

• This is a huge missed opportunity! Rather than trying to confirm what you think, engage with customers in a way that leads to them surprising you. Surprises > validation.

• Seeking out those who merely echo your beliefs narrows your opportunity to find breakthroughs. 

• Positive and negative surprises are both valuable in your pursuit of breakthroughs.

I had the opportunity to talk to Emmett Shear of Justin.tv/Twitch fame last week on my Pattern Breakers podcast. His story reminded me of one of the critical characteristics I’ve seen in the founders who have successfully traveled the treacherous road to product-market fit: The ability to notice and savor surprises.

It’s tempting to seek validation for our ideas when we engage with early customers and potential co-conspirators. It’s the surprises that often lead to the biggest breakthroughs.

First, the Twitch story

A few years into getting Justin.tv off the ground, the founding team had already pivoted once and pushed for profitability, but they knew they weren’t on the path to greatness yet. Emmett Shear began losing faith. He decided to dial back for a couple months, not work as hard, hang out with friends, and play more video games. Paradoxically, the act of letting go opened his mind and brought him closer to a breakthrough idea. 

Emmett Shear, co-founder of Justin.tv and Twitch

Emmett asked himself a simple question: How do I actually use our platform? The answer was also simple: He liked watching skilled people play video games. 

It seemed like a small opportunity, but one worth exploring, so Emmett and his team created more appealing features for gamers to stream as well as a way for them to make money off their streams.

Twitch.tv was officially launched as a separate entity from Justin.tv in June 2011, more than four years after Justintv was originally launched. It featured video game live streaming, esports competitions, personal player streams, and gaming talk shows. 

Twitch quickly became a runaway success and was acquired in 2014 for $970 Million. Since then, it has transformed gaming and media with billions of hours streamed each month.

So how does this connect to savoring surprises?

Emmett's insight that sparked Twitch perfectly illustrates the value of savoring surprises.

The ability to notice—and savor—surprises is a key overlooked skill of the greatest founders. It allows you to narrow in on the types of capabilities that will lead to breakthroughs. 

This can be counterintuitive because what often happens when we experiment is an effort to validate a hypothesis we’ve already defined. But if we seek only validation, we will only confirm what we know.

Time and again I’ve seen startup teams struggle with this. Rather than venturing into the unknown with an eye toward seeking the unexpected, they approach early customers with seeking validation. They hope for that reassuring nod, the “I knew it!” moment when their beliefs are echoed back to them.

Yet they overlook the fact that each interaction with an early customer isn’t just for confirming a hypothesis—it’s a chance to uncover a nugget of unforeseen wisdom. Seeking out those who merely echo your beliefs narrows your opportunity to find breakthroughs. Instead, when sharing your ideas with like-minded people, you want to always hope for the unexpected. Seek to understand why some may have desperate needs you've never considered, needs that your insights can resolve in an empowering new way.

This leads to the first key thought: Seek surprises when engaging early customers

A few years ago, I was on a panel with Scott Cook, the founder and original CEO of Intuit, regarded by many as one of the best product minds in the technology industry. For decades, he has prioritized a deep understanding of customer needs in product development. In the early days, he introduced the “follow-me-home” strategy, where Intuit staff would observe customers using their products at home or work. This hands-on method helped identify the unexpected. During the Q&A, Scott mentioned that whenever a team presented a new product idea along with their research about its viability, he would ask, “What was the biggest surprise you encountered?”

When I heard him say this, it connected a bunch of disparate dots in my mind, yielding a new level of understanding about the value of surprises for the start-up process.

Surprises are so important to understand because you are pursuing a non-consensus idea for a future that is mostly unknown or at least ambiguous. You want to create a breakthrough product that people haven’t seen before, not just an incremental improvement. Here is the key principle behind Scott’s comment: Breakthroughs are always a discovery of something new by definition—and that means they must have an element of surprise when they are encountered.

Which leads to the second key thought: Surprises are more valuable than validation

Positive surprises are awesome. They show that your idea might be right and non-consensus. Emmett’s discovery that video gamers would like a dedicated version of the Justin.tv streaming platform to address their specific needs was a positive surprise.

Negative surprises are also valuable. In the early days of Okta, for example, Todd and his co-founder, Freddy Kerrest, believed that cloud computing would introduce new management challenges. So they created mock-up screens to show early prospective customers. Their original ideas were mostly based on problem resolution. The negative surprise was that customers were lukewarm on this solution at best. But here’s the thing – Todd and Freddy would ask “if this isn’t a top priority for you, can you help us understand what is?” The resounding feedback from lots of people was that managing identities across multiple cloud services was becoming a major headache. It was their willingness to tune into the negative feedback that led them to this. They would have never seen this if they had kept talking to more and more customers, hoping to find the first one to validate their initial hypothesis.

Negative surprises inform your understanding in one of three ways: 

1. your implementation is wrong; 

2. you are talking to the wrong people; or

3. your fundamental insight was wrong in the first place. 

Let’s consider each of these:

When you encounter a negative surprise, it might be because you are implementing your insight wrong. This is what we saw in the case of Okta. They were talking to the right people (early adopters of cloud computing) and they had honed in on the right insight (that managing disparate cloud services and applications would be a struggle for these customers). But their implementation was off-target. Their early prototypes emphasized problem resolution and the customers helped them realize that the best way to implement their insight was to focus on identity management.

You might also be talking to the wrong people, those who won’t care about your insight no matter what you implement.

Keep in mind, if your idea is non-consensus, it follows that most people will dislike it—even if you are right. 

Most “normal” people dislike even the most powerful and correct insights about the future because a true insight forces people to change their point of view and possibly even their daily lives in a way that can make them uncomfortable. Human beings are conditioned to favor the familiar. Paradoxically, that means if most people like your insight, it’s probably not an insight at all. It’s probably too similar to what they already know and like, which makes it more consensus than non-consensus, and more of a conventional idea than a powerful insight.

If you believe you are talking to the wrong people, then you can iterate on the people you spend time with until you unlock desperation and find yourself encountering positive surprises.

As an example, Justin.tv embodied a powerful insight, but with Twitch they finally found the right audience of gaming users with a desperate need for the capabilities they were offering. 

Finally, if your insight was wrong, you have saved yourself the heartache of years spent on an idea that wasn’t destined for the greatness you hoped to achieve. There’s no point in pursuing a startup if you don’t even believe its underlying insight. 

Knowing when this is the case is more of an art than a science and requires a high level of self-awareness and objectivity. I've attempted to give founders some useful tools to help navigate this in our forthcoming book Pattern Breakers.

Positive surprises are a key source of greatness. 

When you encounter a positive surprise, the key is to deeply understand “what went right” and lean into it aggressively. This is an important distinction. The reason positive surprises matter most is they reveal desperation, which opens the door to success. Negative surprises are useful in determining that you haven’t unlocked desperation, but they should not be looked at as objections you need to overcome. Instead, they should push you to iterate to seek positive surprises by modifying your implementation, modifying your audience, or a combination of both. Positive surprises suggest that you are getting warmer in your understanding of these two variables, which is why you want to pursue them aggressively.

So, what does this mean for you?

Always look for surprises. Make it your instinct. If you see a coffee cup with an unfamiliar logo in a customer's office, ask about it. What company is that? What do they do? How did you find out about them? Why is that coffee cup there? If you're in a potential customer's office and see a checklist on the wall or anything that seems important to their daily work, ask about it. If someone uses your product in an unexpected way, learn why. If an unusual type of user is particularly pleased, find out what drives their delight. Understand what's working better than you anticipated. This is one of the greatest gifts a startup can receive and it can be one of your most important sources of competitive advantage.

Fundamentally, if your insight is correct, you should always be able to find specific people who are desperate for you to build a well-conceived product implementation of that insight. But as you explore whether this is indeed the case, you should become an expert at savoring surprises.

Specifically, this means holding three key questions firmly in mind:

• Do I have a true insight?

• Is this the best way to implement my insight? 

• Am I talking to the right people?

Breakthrough ideas are rare, and it's even rarer for people to recognize them when they quietly reveal themselves in the noise of the day to day. The founders who see them are often just more awake. The good news is you can train yourself to be one of those people - someone who savors surprises. Sometimes, this skill leads to greatness, as it did in the case of Emmett Shear.

The Pattern Breakers book is now available wherever you buy your books.

Last week the notion of “disagreeable” or “difficult” people caught the attention of the twittersphere, with a timely comment from Michael Seibel, barely a week after our podcast with him dropped.

Throughout my career as a startup founder and investor I’ve been intrigued by the question of whether startup founders tend to be more “disagreeable” than most people. Many people who I respect a lot would argue this is true. In 2019, Marc Andreessen even went so far as to say that the 21st century is the “century of disagreeableness.” 

In this piece, I will explore what I’ve noticed about the relationship between disagreeableness and pattern-breaking actions that often lead to success in startups. I’m going to use some examples of successful startups where I had an up-close view at the time, such as Lyft, Okta, Microsoft, 

Disagreeableness - Defined

I define disagreeableness in the context of the “big five” personality traits often discussed in the fields of psychology and neuroscience. These attributes include openness to new experiences, conscientiousness, extraversion, agreeableness, and neuroticism. This model, often abbreviated as OCEAN, is a widely recognized method for understanding individual personalities.

According to the OCEAN model, individuals who are high in the agreeableness personality trait are generally warm, friendly, and tactful. Those who are low in agreeableness are considered disagreeable. They often display skepticism, competitiveness, bluntness, low empathy, low concern for social harmony, and more independence in thinking and behavior.

Let’s talk about when the traits of disagreeableness can be an advantage.

Lyft: Beware…the Conformity Trap

In numerous posts, I’ve talked about how insights protect us from falling into the comparison trap. Disagreeableness guards against another potentially fatal outcome - the conformity trap. The comparison trap happens when people fall into the temptation to think like others. The conformity trap tempts people to act like others by seeking approval and status in a way that detracts from achieving the mission. 

Lyft founders Logan Green and John Zimmer understood this well. They initially bypassed asking permission from San Francisco authorities to launch their ridesharing service. They knew that to ask for permission before launching would almost certainly have resulted in a “Hell no” as a response from the local authorities. Instead, Lyft focused on launching something customers would passionately love. By showing that banning the service would deprive citizens of something they already thought was awesome, Lyft’s talks with local authorities were far more productive. Seeking permission or adhering to usual rules might have caused less disturbance for the founders but such a choice would have surely betrayed their mission.

Avoiding the conformity trap isn’t easy.

From a biological perspective, we are hardwired to chase approval of our peers. By being more agreeable and fitting in, we promote harmony and reduce conflict. We’re less likely to feel the sting of rejection. And it takes less cognitive effort to go with the flow. Without consciously realizing it, our internal voices constantly pressure us to conform when we doubt our ideas and abilities or worry about how we will be judged by others.

Microsoft: Confrontation, not Congeniality

Traditional views of business leadership often emphasize a gentle, harmonious approach: be slow to criticize, generous with praise, and seek consensus. Yet, history tells us that many transformative leaders would beg to differ.

Bill Gates at Microsoft epitomized this style of leadership. He fostered a culture of sharp intellect and high expectations, turning meetings into arenas where he would challenge his team, demanding precise answers and thorough preparation. While this method stirred tension, it proved highly effective, driving his team to exceed expectations and excel.

A few weeks ago, I wrote about the Acquired podcast's episode on Microsoft. It really made me smile because it brought back memories of my father’s time there in the late 1980s and early 1990s. By then, I was in college and saw my parents only during the summers of my junior and senior years in Seattle.

Occasionally, my dad would say, "I have a 'Bill Review' tomorrow." I knew that meant he would disappear into his cluttered office for the next night or two. I wouldn’t see him until it was over. He prepared for these meetings with an urgency that seemed far beyond reasonable. 

But here’s the thing: I don't remember him ever complaining. Quite the opposite. He often said of Bill, “He works harder than anybody.” He didn’t think Bill worked needlessly hard, just that he was more committed to winning than anyone he'd ever met. My father was inspired by preparing for a "Bill Review"; he knew it drew out his best.

Other leaders like Steve Jobs, Elon Musk, and Jeff Bezos have similarly broken the mold of conventional leadership. They've shown that a willingness to engage in tough discussions and push people to their limits can lead to significant breakthroughs. These leaders demonstrate that true motivation often stems from authentically facing challenges head-on.

Okta: Getting to No

Two prevalent myths in business are that the customer is always right, and team harmony is always beneficial. 

Okta’s experience offers a valuable counterpoint, highlighting the strategic advantage of being able to say no when it aligns with broader business goals. 

In a recent post, we talked about how Okta focused its early efforts on satisfying the needs of early adopters of cloud computing. Early in its development, many prospective customers asked for integration with legacy and on-premises applications. But founders Todd McKinnon and Freddy Kerrest crafted their product exclusively for cloud identity management, and they opted to work only with customers who shared this forward-looking vision. 

Saying no to things that aren’t the best uses of resources might seem obvious, but keep in mind that when you are in the early days of a startup, you spend most days hearing why your idea isn’t going to work or you see that most people don’t even care about what you are doing in the first place Suddenly you encounter people who are excited, if only…you do something that you initially thought was not additive to the strategy. Shouldn’t your startup want to book the win? Doesn’t it need to generate revenue before it runs out of runway? All of these concerns can loom large in those early lonely days of quiet desperation and uncertainty.

Todd and Freddy understood that saying yes for the wrong reasons would distract them from pursuing their vision in a focused way. Their steadfastness not only maintained the product’s integrity but also attracted customers who were aligned with their forward-thinking vision and could co-create the future with them. This was not stubbornness; it was a deliberate strategy to prioritize discipline and integrity with their early customers.

When disagreeableness crosses the line

But there’s a catch, and it’s an important one: Some abuse the narrative of disagreeableness to justify destructive behavior, calling their actions “authentic.” This distorts the idea of true courage, confusing rudeness for resolve, cruelty for candor, and narcissism for noble intentions. These people rarely succeed, and if they do, it’s despite these flaws rather than because of them.

In other words, just because you confront people, it doesn’t mean you’re Steve Jobs or Bill Gates. I’ve seen too many people adopt the style of their abrasive traits without embracing the substance of what made them effective - clarity and integrity of vision, focus, and radical candor. Often people hide behind the shield of claiming to be authentic when in fact they are just exercising poor leadership and immaturity. Not surprisingly, this type of leadership usually doesn’t lead anywhere good. It usually ends up in the wreckage of broken teams, conflict that never gets resolved, and ultimately a failed attempt to make any meaningful impact.

Finding your balance

Do you naturally seek harmony and risk conformity? Or is your demeanor more challenging, possibly edging into the destructive? Regardless of your natural tendencies, I strongly advocate starting your entrepreneurial journey with a top-tier executive coach. A skilled coach can guide you toward a strategic form of disagreeableness that aligns with your mission. You want brutally honest feedback, someone who acts as a mirror to reflect your strengths and blind spots. Addressing these blind spots is essential for achieving greatness. The right coach can be indispensable.

What this means for you

Agreeableness, for all its social graces, seldom shatters molds or changes the future. Breaking patterns calls for a bit of disagreeableness.

1. Excessive agreeableness is not authentic. Agreeing for the sake of getting along with others, when it goes against your internal beliefs, is another form of insincerity. 

2. Excessive disagreeableness is not authentic either. Authenticity, at its core, involves a balance between standing by your principles and being open to new ideas. Being contrarian for its own sake, is a type of conformity that reacts against the thinking of other people. 

3. Disagreeableness buys freedom. Perseverance and conviction keep your non-consensus idea whole and inspire others to join your movement. The more you seek approval from others, the less free you will be to pursue the remarkable. 

4. The more disagreeable you are, the lonelier your existence. Disagreeableness can be a spark that ignites revolutions. Yet that same spark can burn bridges that connect us to conventional community and friendship. 

Talk of disagreeableness in founders is common, yet detailed written examinations are rare. I aim to sharpen my understanding of what matters most and what doesn't. Thanks for reading and let me know your ideas for how to refine these ideas further.