Zero to One

“Superior sales and distribution by itself can create a monopoly, even with no product differentiation. The converse is not true.”

“Every business is successful exactly to the extent that it does something others cannot. All happy companies are different. Each one earns a monopoly by solving a unique problem. All failed companies are the same. They failed to escape competition.”

“Every great business is built around a secret that is hidden from the outside. A great company is a conspiracy to change the world. When you share your secret, the recipient becomes a fellow conspirator.”

“It is better to risk boldness than triviality. Number two, a bad plan is better than no plan. Number three, competitive markets destroy profits. Why you should be building a creative monopoly. And number four, sales matters just as much as products.”

“To a definitive optimist, the future will be better than the present if he plans and works to make it better.”

“It's more powerful, but at the same time, more dangerous for a company to be led by a distinctive individual instead of an interchangeable manager.”

“Superior sales and distribution by itself can create a monopoly, even with no product differentiation. The converse is not True.”

“Poor sales rather than bad product is the most common cause of failure. If you can get just one distribution channel to work, you have a great business.”

“Advertising doesn't exist to make you buy a product right away. It exists to embed subtle impressions that will drive sales later.”