- build an MVP
- first thing to sell, get cash quickly
- early adopters → loyal customers
- not just with new companies but also with features/products
- fail fast
- failing should be encouraged, even celebrated
- explore many ideas instead of just one
- test it with people
- learn, build measure
- work with customers, not for customers
- get feedback quickly, iterate → Agile Development
- if it fails → Pivot
- realizing that the idea is good, but changing a key attribute like the customer base is a make or break decision