The second thing that any technology startup must do is to take the market. If it’s possible to do something ten times better, it’s also possible tha… - Ben Horowitz

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The second thing that any technology startup must do is to take the market. If it’s possible to do something ten times better, it’s also possible that you won’t be the only company to figure that out. Therefore, you must take the market before somebody else does. Very few products are ten times better than the competition’s, so unseating the new incumbent is much more difficult than unseating the old one.