It is necessary to internalize that “good” is bad. Within any segment, 1 winner captures the bulk of value with a small prize for 2nd.
This can be measured in money or impact.
So amongst 1,000’s of teams in tech there is one Stanley Cup per segment. You have to be outlier — elite — or zero loot for you. Goal is not “world class.” That implies there is a “class” and you are in this big group. No.
The goal is to be in a set of one.
Therefore, “good” ideas are a trap. Blue pill. Normal people will ❤️ a good idea because it is conventional. Behind the curve.
Being chronologically first is not the key. Google, Amazon, Microsoft not first.
What matters is “10X best” — best and continuously improved. Comes from a 0 -> 1 core insight, great execution + a cultural willingness to think different.
It’s a team effort. Root causes of large scale great execution and great not good decisions are:
⁃Only elite teams
⁃One high output culture
-Zero compromise
Any piece of the machine that is just good and not best risks total fail as good hires good, drives out great.
Some signs of “good culture”:
⁃Wants to follow “best practices”
⁃Needs consensus
⁃At heart, believes in stasis, order and avoiding conflict —including w competitors
⁃Process over product
These things almost always become the norm after the org succeeds and is no longer an insurgency but has become the incumbent. Call that “day two.” For disruptors this becomes Martin Sheen in Saigon.
The game is not “make good choices and avoid bad choices.” Or produce work that is “correct, not incorrect.” That is easy mode.
The key is to keep the bar peculiarly high and focus on elite and game changing only — from 100’s of possible ideas and people (all of them nice / good). People may think you are unreasonable sometimes.
It requires a high bar, disruptive mindset every single meeting. Insist on the highest standards. Accept sharp debate, which tests propositions. Debate is natural and healthy when you are on the edge of what can be done and has been done.
“Good” is a vexing enemy because you are trained to feel ok about it. Accepting good is easier and you’ll seem nice. But you should feel bad about good because you’re destroying the entire effort. And you should hope your competitor wakes up and chooses goodness.
Because 95th percentilers watch the playoffs on TV.
Always wait for great and stay true to it. Stay different. Focus on core insight and dream team. And then there will be loot.
Good is bad.