Conviction is the rarest resource in the world.

Not money.

Not intelligence.

Not access.

Conviction.

I’ve met a lot of people who are very intelligent and have an awesome (in the literal sense) arsenal of skills and advantages at their disposal.

But that doesn’t make them dangerous, because they usually don’t know where to go with all of this. (In fact,

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“Starting a company isn’t easy — you need an insane amount of conviction. You don’t have to be sure the product will work, but you do need to believe fully in the mission.”

We are in an age of noise.

The frameworks that got us here, of jobs-to-be-done or product-market fit, will be insufficient going forward. For founders to have extraordinary outcomes, they will have to find alpha in markets that aren’t easily understood.

Which is to say, technology alone won’t be enough. The other essential ingredient will be taste.... See more