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From Zero to One: Creating Something New

Progress Comes From Making Something New, Not Copying What Works

Going From Zero to One Creates, While Going From One to Many Copies

Copying Adds More of the Same, and Creating Adds Something New

Why One Leader Keeps the Profit

A Lasting Lead Earns Profit That Competition Erases

Where Many Sellers Compete Profit Vanishes, and Where One Leads It Stays

The Only One in a Market Keeps What It Earns

Secrets: Where New Things Hide

Valuable Companies Start From Secrets Few People Have Noticed

Secrets Stay Hidden Because Most People Assume Everything Is Already Known

A Secret Nobody Has Used Yet Is the Start of Something Valuable

A Few Outcomes Outweigh the Rest

One Result Can Outweigh All the Others Combined

Outcomes Are Uneven, So Concentrated Effort Wins

Spread Evenly, Effort Misses the One Choice That Matters

Traps: The Crowd, the Fad and the Lottery

Rivalry, Fashionable Lessons and Waiting on Luck Pull Smart People Off Course

Rivalry and Fashionable Lessons Pull People Toward the Same Crowded Ground

Looking Alike Is the Trap, and Open Ground Is the Way Out

Putting It Into Practice

Seven Questions Turn a Promising Idea Into a Plan

A Plan Holds Up Only When It Answers All Seven Questions

Good Ideas Need a Team, a Sale and a Plan That Lasts

Check Your Understanding

What Makes a Move Vertical Progress

Why Identical Sellers Struggle to Keep Profit

Where a Power Law Says to Put Your Effort

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Learn how new things get built: why creating beats copying, why a lasting lead keeps the profit, where secrets hide, why a few outcomes outweigh the rest, and seven questions that turn an idea into a plan.

Most effort goes into copying what already works. This course shows how to do the harder and more valuable thing: create something that was not there before.

Zero to One: how new things get built

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