Customers don't know what they want. There's plenty of good psychology research that shows that people are not able to accurately predict how they would behave in the future. So asking them, 'Would you buy my product if it had these three features?' or 'How would you react if we changed our product this way?' is a waste of time. They don't know.

I believe for the first time in history, entrepreneurship is now a viable career.

A Start Up is an institution designed to thrive in the soil of extreme uncertainty

Sustainable growth is characterized by one simple rule: New customers come from the actions of past customers.

We must learn what customers really want, not what they say they want or what we think they should want.

The only person who can put you out of business, in the early days, is yourself.

Entrepreneurs always pitch their idea as 'the X of Y,' so this is going to be 'the Microsoft of food.' And yet disruptive innovations usually don't have that character. Most of the time, if something seems like a good idea, it probably isn't.