From 600+ conversations with the world’s leading thinkers.
80% of self-made billionaires we studied made their mark in mature, competitive markets. They weren't all 'exactly' new products that came out – they were maybe a variation of a business model or existing product that pleased the customer in a different way.
We characterise our ideal 'Substacker' in affectionate terms – we call them outsider nerds – they're outsiders insofar as they don't fit comfortably in the dominant media structure for whatever reason – perhaps they feel they can do better work outside of it They're nerds insofar as they're especially knowledgeable or passionate about a particular subject area.
Entrepreneurship is not for everybody, and it's also worth noting that you're not entitled to be a great entrepreneur. You're not entitled to be successful if you start a company, in fact the most likely outcome is that you won't be. Sometimes I meet founders and entrepreneurs who complain about how hard their fundraising or engineering challenges are… Guess what… yes…. It's really f***ing hard. That's the truth.
I had a brand who said to me 'You shouldn't name your book wonderhell, nobody is going to buy a book they don't know what the word on the front cover means', and I replied, anybody who's in wonderhell will know what that word means the second they see the word.
The sacrifice is perhaps a decade- and it's a total sacrifice- you may not see your kids, you may miss an entire cycle of your lives, but you're doing it to provide for them in the future in a way you never could if you were an employee.
Customer retention is the solitary metric indicating product-market fit. If you offer value, your customers will return; if you don't, they'll disappear.
To be an entrepreneur, you need a love for process and to be comfortable with adversity. If you love process and you're comfortable with adversity, and if you love the journey over the fruits and riches of that journey- then you have what it takes to be a successful entrepreneur.
They took a relative view of risk... They had an understanding of the risks of something going wrong, but balanced that against missing an opportunity. When that opportunity exceeded the risk of going wrong? That's when they jumped.
My wife Freada coined a phrase, distance travelled. We're very interested in where somebody started in life, and what hurdles and barriers they have already overcome in their journey – and how that grit has got them to where they are now.
My wife Freada coined a phrase, distance travelled. We're very interested in where somebody started in life, and what hurdles and barriers they have already overcome in their journey – and how that grit has got them to where they are now. That's an indicator of resilience, persistence, and many other character traits that are significant in terms of entrepreneurial success.
Scaling any business is about creating a model, debugging the model, making sure you understand the ingredients that need to be scaled up, and making sure you have a process to scale. All of this needs to be wrapped-up in a financial model that allows the scale to be funded.
When these people are under stress, they make bad decisions. They get reactive. One of the key findings in our conclusions is that the unsuccessful founders were more reactive. They weren't measured. They weren't deliberate. They didn't make decisions based on facts — their emotions carried them away.