1. Create meaning.
Prevent something good from ending.
Increase the quality of life.
Right the wrong.

2. Create a mantra (Not a mission statement)
e.g. Nike – ‘Authentic Athletic Performance’.
Guy’s – ‘Empowering Entrepreneurs’.

3. Get going
Richard Branson said – just do it.
Think differently.
Polarize people. Not everyone will like your product/service. Nonetheless, go on.
Find a few soul mates. i.e. Partners to support and balance you.

4. Find a business model.
Be specific. i.e. Define your target market.
Keep it simple.
Ask a woman.

5. Weave a MAT (Milestone, Assumption and task).
i.e. Prioritise your activities. Always seek to increase your business valuation.
i. Milestone – reach milestones daily.
ii. Assumption – Test your assumptions.
iii. Tasks – This should be to accomplish the expected/planned milestones and your assumptions.

6. Niche yourself.
Distinguish yourselves as a business. This will give you an advantage in terms of pricing and viability/feasibility.

7. Pitching i.e. For money, sales, partner or recruiting.
10 slides.
1) Tittle.
2) Problem.
3) Solution.
4) Business model.
5) Underlying magic.
6) Marketing and sales.
7) Competition.
8) Team.
9) Projections.
10) Status and timelines.
The purpose of the pitch is to start the due diligence.

8. Hire infected team. i.e. People who are highly passionate about the product/service.
Experience and education second.
Why? Because founding team goes through pain.
Ignore the relevant.
Hire people better than you.
Apply the standard shopping centre test.

9. Lower the barriers to adoption.
Flatten the learning curve.
Don’t ask people to do what you wouldn’t do.
Recruit evangelists. i.e. To bring the good news to the people (about your product).

10. Leave the clouds.
Let the hundreds of flowers blossom. i.e. Unexpected people will buy your products.
Let people test your product. Refine for users ignore the ‘atheists’.
Don’t suck up. i.e. Sell products to those who use the products specifically.

11. Be a mensch.
Help people who can’t help you.
Do the right thing, the right way.
Pay back society.
Be careful with money. Don’t overspend on anything. Always be prudent with finances.
Build something insanely great. It’s always easy to sell great stuff.