If You Don't Know Who Your Customer

The Big Question Of Our Time Is Not Can It Be Built? But Should It Be Built? This Places Us In An Unusual Historical Moment: Our Future Prosperity Depends On The Quality Of Our Collective Imaginations.

Entrepreneurship Is Not Really Building A Product, It's Not Having An Idea, It's Not Being In The Right Place At The Right Time. It's Fundamentally Company Building.

We Need To Reengineer Companies To Focus On Figuring Out Who The Customer Is, What's The Market And What Kind Of Product You Should Build.

The Biggest Start-up Successes - From Henry Ford To Bill Gates To Mark Zuckerberg - Were Pioneered By People From Solidly Middle-class Backgrounds. These Founders Were Not Wealthy When They Began. They Were Hungry For Success, But Knew They Had A Solid Support System To Fall Back On If They Failed.

The Attributes For Entrepreneurs Cut Both Ways. You Need The Ability To Ignore Inconvenient Facts And See The World As It Should Be And Not As It Is. This Inspires People To Take Huge Leaps Of Faith. But This Blindness To Facts Can Be A Liability, Too. The Characteristics That Help Entrepreneurs Succeed Can Also Lead To Their Failure.