We tend to want to build out businesses within markets that have already been validated, which by nature, already have some level of competition.

The problem with this, is that the more competitive a market is, the less opportunity there is for huge profit margins and aggressive pricing power. So, why should we gravitate to markets that are more competitive, even when the upside is often far less attractive? 

In this model we’ll uncover the concept of monopolies and why you should view them as the most attractive opportunities.

Textbook market analysis principles are very effective for assessing decisions with existing businesses in established markets, yet they can be extremely misleading when assessing products and innovation that may not fit into any existing category.

This model unpacks the Zero to One thinking required for ideas and products that create categories, rather than fit within categories that already exist.

If a person or product provides value to society, they’ll be financially compensated by society based on how useful (or valuable) that product is. This is the beauty of creating value, the upside is limitless and there's essentially no cap on how much value you can generate.

Minimising costs is critical first step, but quickly hits a limit, building value is where the financial opportunity is infinite.