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The best way I've thought of to make a startup more formidable and narrowly focused is to tell them what I'd do if I were their faux competitor. The ruthless perspective of a competitor often helps sharpen what's important & what's not. So, ask your smart friend what they'd do.
It's also useful to tell them which things they do that would horrify competitors, and which would make competitors happy.
I call it the Evil Twin strategy. I wonder if we would have gone to the moon without Sputnik.
Or at least without the USSR. The evidence since suggests not.
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