Amazon made its first 10x improvement in a particularly visible way: they offered at least 10 times as many books as any other bookstore. - Peter Thiel

This leads to a second, less obvious understanding of the founding: it lasts as long as a company is creating new things, and it ends when creation stops. If you get the founding moment right, you can do more than create a valuable company: you can steer its distant future toward the creation of new things instead of the stewardship of inherited success. You might even extend its founding indefinitely.

It’s much better to be the last mover — that is, to make the last great development in a specific market and enjoy years or even decades of monopoly profits. The way to do that is to dominate a small niche and scale up from there, toward your ambitious long-term vision.

poor sales rather than bad product is the most common cause of failure.