Zero to One: Notes on Startups, or How to Build the Future

Imagine a world where every step forward is simply a copy of what has been done before — a world where progress is measured by how many more typewriters we can make, rather than inventing the word processor itself. This is the essence of horizontal progress, the act of going from 1 to n, replicating existing models. But true, transformative progress is vertical — going from 0 to 1 — the creation of something entirely new and unique. Every moment in business happens only once. This truth challenges us to rethink how we approach the future.

Consider the miracle of technology. Unlike other species, humans do not merely repeat instinctual behaviors; we invent new tools, new processes, and new ways of living. Technology allows us to do more with less, elevating our fundamental capabilities. This is why the future is not predetermined — it is shaped by our ability to innovate. Technology is the key to unlocking new possibilities that did not exist before.

Yet, the temptation to merely copy what works is strong. It is easier to replicate a successful business model than to create a new one. But if we only copy, we limit ourselves to incremental improvements and miss out on the chance to create entirely new industries and opportunities. The challenge lies in daring to be original — to build from nothing to something, to go from zero to one.

In this journey, startups play a pivotal role. Small, mission-driven teams have the agility and focus to pursue new ideas that large bureaucracies cannot. Their strength lies not just in nimbleness, but in the space they create for new thinking. Startups are the engines of innovation, the crucibles where new futures are forged.

As we embark on this exploration, remember that the future is not a distant, unknowable place. It is a landscape we shape with every bold idea and every unique creation. The path from zero to one is not easy, but it is essential for progress and prosperity.

Let us now delve deeper into how building monopolies rather than competing fiercely opens the door to lasting success and meaningful impact.