Peter Thiel and Blake Masters distinguish creating something new from copying a familiar business. It is an energising choice for founders questioning whether their idea offers a meaningful difference.

We place it tenth because bold positioning is less immediately usable than the customer conversations and experiments higher up. A local service business may need reliable execution more than a radical invention. Read it to challenge your ambition; choose #9 for a closer look at how established markets can be unsettled.

Source: Penguin Random House · Photo: Dan Taylor · CC BY 2.0. Resized/recompressed; source license retained.