You have an idea. You check whether it already exists. It doesn't. Good sign, right? Maybe, maybe not. Maybe you're the first to think of it. But maybe it's an idea people think of all the time, and the reason it doesn't exist is that it never works.
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What if cc behaviours and timing are ideal yet investors didn't understand it then and got it, years later? Similarly to Amazon; building years ahead, especially when startup is designed to harness behaviours, motivations and incentives. Investors often don't understand this!
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