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"Your ideas are not nearly as important as your process — and the best process starts with understanding what the customers you wish to serve already do to solve their problems today and even more importantly, understanding why."

Ideas matter, if your ideas do not include a reflection of current ways people are solving problems you have bad ideas and would be better off thinking and researching before talking to anyone.

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For sure, ideas matter A LOT. But we over-index on product solution ideas by default.

I think ideas that matter most for is for founders are the ones around a strong conviction on the market opportunity and then be flexible about the solution that is built to capture that opportunity.

The latter is where I think process is more important than the product solution idea having seen my product solution ideas fail hundreds of times without changing my market vision ideas.

This doesn't mean our ideas are not more important, just that people have too much confidence in how good their ideas are. Its much harder to have a good idea then to create something to a good quality standard, the latter can be done by any expert which means it only requires capital, good ideas on the other hand can't really be bought and there are no sure methods to come up with them.

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