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The Grim Reality Is That Most Start-ups Fail. Most New Products Are Not Successful. Yet The Story Of Perseverance, Creative Genius, And Hard Work Persists.

Entrepreneurs Always Pitch Their Idea As 'the X Of Y,' So This Is Going To Be 'the Microsoft Of Food.' And Yet Disruptive Innovations Usually Don't Have That Character. Most Of The Time, If Something Seems Like A Good Idea, It Probably Isn't.

In My First Start-up, I Had An Initial Advertising Budget Of $5 Per Day Total. That Would Buy Us 100 Clicks Per Day. At $5 Per Day, Marketing People Scoffed And Said That Is Too Small To Matter. But If You Think About It, To An Engineer, 100 Real Humans Everyday Giving Your Product A Try Means You Can Really Start Improving.

Nowadays People Talk About Paypal's Founders As Prescient Geniuses Who Would Inevitably Change The World. It Was, However, Not So Obvious That Paypal Would Taste Its First Major Success By Helping People Sell Beanie Babies On Ebay. But They Had A Vision, A Hope, And The Perseverance To Try Multiple Iterations Until They Got It Right.

The Way Forward Is To Learn To See Every Startup In Any Industry As A Grand Experiment.