{"id":688,"date":"2014-09-29T00:00:00","date_gmt":"2014-09-28T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/zero-to-one-speed-summary\/"},"modified":"2019-11-19T16:32:56","modified_gmt":"2019-11-19T16:32:56","slug":"zero-to-one-speed-summary","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/zero-to-one-speed-summary\/","title":{"rendered":"Zero to One [Speed Summary]"},"content":{"rendered":"<ul>\n<li><a href=\"http:\/\/www.amazon.co.uk\/Zero-One-Notes-Start-Future-ebook\/dp\/B00KHX0II4\/\">Zero to One: Notes on Start Ups, or How to Build the Future<\/a><\/li>\n<li>Author:\u00a0Peter Thiel &amp; Blake Masters<\/li>\n<li>Publisher:\u00a0Virgin<\/li>\n<li>Publication date: 2014<\/li>\n<\/ul>\n<p>Competition is for wimps. Real innovation should be about creating monopolies. That\u2019s the central tenet of this season\u2019s bestselling must-read blockbuster on innovation, Zero to One, from PayPal creator and innovation investor Peter Thiel (#4 on Forbes Midas List of 2014 worth $2.2 billion).<\/p>\n<h3>Monopolies Mean Profit<\/h3>\n<p>Good innovation focuses on delivering value by solving peoples\u2019 problems better, faster, cheaper or\u00a0more easily. But <em>great<\/em> innovation does something more &#8211; it also maximises profitability by preventing competitors from entering the fray &#8211; through a mix of unique understanding, proprietary technology, network effects, economies of scales and compelling branding. Protecting yourself from future competition so you can continue to extract value, as well as deliver value is key to great innovation. \u00a0Together, extracting (sustainable) value and delivering value make up\u00a0the double helix DNA of great innovation.<\/p>\n<p>In practice, what all this means is that every innovation project should be begin with the question \u201chow can we build a monopoly\u201d &#8211; a question upon which PayPal and Google were built.<\/p>\n<h3>Dump Disruptive Innovation<\/h3>\n<p>Zero to One also argues that \u2018disruptive innovation\u2019 is bad innovation because it is rarely profitable. Disrupting existing markets with a better, faster, easier or cheaper product increases competition and has a rationalising effect on a market &#8211; reducing the ability to extract value. In other words, disruptive competition kills profitability. So instead of disrupting markets, innovators should focus on creating new protected markets &#8211; be first-movers in zero-to-one markets &#8211; and use their first mover advantage to place traps and barriers to sabotage competitors.<\/p>\n<h3>The \u2018Secret\u2019 Insight<\/h3>\n<p>Successful \u2018Zero to One innovation\u2019 (new-market innovation) begins with finding a contrarian truth about\u00a0the problems people face &#8211; something that goes against received wisdom. This contrarian truth is a\u00a0secret to innovation success because it provides a conceptual stumbling block or barrier for potential competitors. From this perspective, insight is all about finding and building on a &#8216;secret&#8217; insight;\u00a0a\u00a0secret truth that very few people agree with you on. Contrarian insight is the key to successful insight-led innovation.<\/p>\n<h3>The BG Take<\/h3>\n<p>Zero to One is targeted primarily at startups and investors, but the insights are useful for consumer innovation. The idea of \u2018contrarian insight\u2019 &#8211; that insight goes against grain &#8211; is especially useful. From this perspective, insight hunting is about searching for, and debunking dominant market myths &#8211; not \u2018fresh\u2019 thinking. For innovation itself, the idea that we should focus innovation not only on delivering consumer value, but also how we are going to extract value (in a protectable) way is absolutely key. Every innovation program would benefit from asking this core question. Recommended.<\/p>","protected":false},"excerpt":{"rendered":"<p>Zero to One: Notes on Start Ups, or How to Build the Future Author:\u00a0Peter Thiel &amp; Blake Masters Publisher:\u00a0Virgin Publication date: 2014 Competition is for wimps. Real innovation should be about creating monopolies. That\u2019s the central tenet of this season\u2019s bestselling must-read blockbuster on innovation, Zero to One, from PayPal creator and innovation investor Peter [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":689,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zero to One [Speed Summary] - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/zero-to-one-speed-summary\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zero to One [Speed Summary] - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"Zero to One: Notes on Start Ups, or How to Build the Future Author:\u00a0Peter Thiel &amp; Blake Masters Publisher:\u00a0Virgin Publication date: 2014 Competition is for wimps. 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