I know it’s popular to say “Ideas are easy. Execution is everything,” but I disagree. If ideas are so easy, why are most business ideas so bad? The opportunity you identify, and focus on, matters a lot.
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The ability to identify a good idea takes a lifetime of effort! It’s the culmination of the experiences you’ve had, the markets you’ve observed, the customers you’ve listened to, the experiments you’ve run. In software, the execution piece (building it) is easy by comparison.
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The market you choose, and the idea that you focus on, are the most important business decisions you’ll make. They determine your trajectory. Yes, how you execute is a part of that, but your ceiling for success is set by the idea itself.
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The risk with overemphasizing “execution” is it deludes people into running that if they work hard enough they can make any idea successful. It’s just not true. On the flip side, an idea that has tons of demand may need less “hard work” to make it succeed!
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If you don’t believe me, go browse old listings on Product Hunt. You’ll see page after page of beautifully executed products that never achieved meaningful traction. There have been thousands of ideas posted; most failed. Are ideas really “easy?”
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Folks keep commenting: "But coming up with ideas *is* easy!" Coming up with low-quality ideas is easy. (So is executing something poorly).
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There are tons of tech people who are skilled at building software but struggle to build good software businesses. The difference is in the quality of their ideas.
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We underestimate the power of a good idea. Most of the future potential for success is contained within the idea itself. Of course you need to *do the work* to move forward. But the idea determines your direction and momentum.
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We often compare ideas to seeds. But a bad seed can’t grow into a plant; only a good seed can. Got a bad idea? Don’t spend lots of time fertilizing it, watering it, and trying to get it to grow. No! Throw it away. Focus on cultivating good ideas and helping them grow.
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W odpowiedzi do @mijustin
True. But ideas are more mutable than seeds. Wasn't the initial idea for YouTube a dating website? If you're actively doing stuff, and you have a bad idea, you can change the idea (as long as it's not too terrible)
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When you say: “I have an idea for my next book” the success of that book largely depends on the concept you’ve chosen.
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