A successful self-publisher must fill three roles: Author, Publisher, and Entrepreneur—or APE.

If you truly don't have competition, then zoom out until you can define some. Competition can be as simple as the reliance on the status quo, Microsoft (since at some point Microsoft will compete with everyone for everything), or researchers in universities. Pick something, because saying you have no competition at all is a nonstarter.

Knowledge is great. Competence is great. But the combination of both encourages people to trust you and increases your powers of enchantment. And in this world, the combination is a breath of fresh air.

Look back to the old days: people bought an MS DOS machine and struggled with it for weeks to bring it up to speed. Then Apple created Macintosh, struggled a bit with it, but eventually succeeded. Then it went into other businesses. If your company truly wants to change the world, it would make these problems go away for customers.

Let yourself be enchanted in small ways.

To say that Windows 95 is just like the Mac is like finding a potato in the shape of Jesus and thinking you have witnessed the second coming

And this is the beginning of the end.