The following is a summary of Zero to One: Notes on Startups or How to Build the Future
. I do not claim to own any of the book's original work, the following is simply a bulleted summarization with a few direct quotes. All copyrights and trademarks belong to their respective owners.
Chapter 13 - Seeing Green:
- At the start of the 21st century everyone agreed clean tech. was the next big thing
- Clean tech. failed creating a bubble
- 40 manufacturers filed for bankruptcy in 2012
- Most failed because they didn’t answer the following vital questions in business:
- The Engineering Questions:
- Can you create breakthrough technology instead of incremental improvements?
- Need 10x improvement on current technology
- Anything else will just be incremental and you will not capture a large enough market share
- The Timing Question:
- Is now the right time to start your particular business?
- The Monopoly Question:
- Are you starting with a big share of a small market?
- Customers do not care about a product unless it can solve a product in a better way
- You can’t dominate a market if its fictional
- The People Question:
- Do you have the right team?
- The Distribution Question:
- Do you have a way to not just create but deliver your product?
- Distribution is as important as the product
- The Durability Question:
- Will your market position be defensible 10 and 20 years into the future?
- Plan to be the last mover in your market
- The Secret Question:
- Have you identified a unique opportunity that others don’t see?
- A great business plan must address everyone of these 7 questions
- Thiel uses this chapter to slam clean tech. and praise Tesla, using both as examples
If you've liked this summary, I highly recommend you get the full book here:
Zero to One: Notes on Startups, or How to Build the Future
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- Alec Kriebel