Successful businesses rarely evolve from some legendary idea. Nope, successful entrepreneurs take existing concepts and improve them through value skew. They take poorly met needs and solve them better. Skip the big idea and go for the big execution of more value skew. You don’t need an idea that has never been done before. Old ideas suffice; just

Every time you go 10x, you become more focused and less broad. You have higher ambitions with greater and deeper scope, requiring more and better of your attention. To make something 10x better involves deep, deep work. Innovation occurs as you break everything down and put it back together in a simpler, easier, and better form.

So I’d come to a philosophy, my mantra: Ideas are easy. Execution is everything.