I ❤️ My Start-Up

knowledge imposes a pattern, and falsifies, for the pattern is new in every moment ...

• Love your idea enough to give it the effort it requires. Not too much - be ready to let go.

• Your idea is worth less than customer insight and feedback. Know that now.

• Sort out who owns what. Do that long before it has a value.

• Find people to work with who share your values but have radically different skills and mindsets. Respect them and hear their voices.

• Build talent. Let it fly.

• 100% of nothing is nothing.

• Equity is for future commitment not a reward for past contribution.

• Have enough 'skin in the game' that it ensures your commitment but does not blunt your objectivity.

• Believe your own business plan.

• Know the target market structure. Spend more time on that than on choosing a logo.

• Invest in your network. Share it.

• Every start-up is different. Do not mistake rules of thumb for iron laws.

• Spend more time with customers than with VCs and other entrepreneurs.

• Seek advice to learn, not to reinforce your prior inclinations.

• Your idea has a fleeting moment of opportunity you need to be there at that moment. Do what it takes.

• Business is about money and you will find yourself spending more time than you would like thinking about it. That is OK.

• Have fun. Accept the play of chance.

• Tesco value meals are in aisle 8.

• Space exploration is costly. A super-yacht might be a better choice.