A product or service that starts at the bottom of a market and moves up market, eventually disrupting the established competitor.

The costs of your product or service decreases as volume increases

Product market fit is when you’re in a good market and the product you’re working on satisfies the market.

A joke mental model from HBO's Silicon Valley.

Schlep blindness prevents founders from seeing overlooked startup ideas.

Network effects occur when a product or service becomes more valuable as more people use it.

The idea maze is a framework for thinking about and planning the many paths your startup may take.

Minimum viable product is a process for testing assumptions and demand for your idea.

Getting a 100 people to love you is far better than having a million people just sort of like you.

Acquisition, Activation, Retention, Referral, Revenue

Jobs-to-be-done helps you understand why a customer may choose to hire your product.