Great companies don’t start with big markets. They start with small ones that really care.

You don’t need everyone to get it. You need the right few to love it so much they can’t stop talking about it.

Most billion-dollar companies didn’t grow by chasing revenue. They grew by being right before the world caught up.

The founder’s burden: Be misunderstood long enough to become obvious.

Most ideas die not because they were wrong — but because the founder couldn’t endure being right too soon.

If your idea fits neatly in a category, it probably won’t become a category-definer.

You don’t find product–market fit. You earn it — by solving the same problem so well people can’t ignore you.

Better to build slowly on truth than quickly on trends. A generational company is just what happens when you get one thing right for a long time — and refuse to stop.

Find a secret worth betting your life on. Stay alive long enough for the world to agree. Never compromise on taste, clarity, or conviction.