Zero to One

We often believe that progress just happens over time, but real breakthroughs come from doing something fundamentally new, going from zero to one. This approach involves imagining a definite future and then working to shape it, rather than hoping good luck might intervene. By creating new technologies and systems, we rewrite the rules of the game.

A key starting point is recognizing that innovation is not merely copying what worked in the past. We call that horizontal progress—like taking a business model that works in one place and spreading it globally. True leaps forward, however, come from building something original. That’s vertical progress, the movement from nothing to something unique. This mindset opens the door to long-term opportunity.

In this sense, meaningful advances emerge from focusing on big questions and deciding to act upon them. Having a clear plan to bring new ideas to life is better than leaving the future to chance. This book stresses that if we want a better world, we need to intentionally create it by tackling bold ideas instead of passively waiting.

A crucial step to building tomorrow’s companies is understanding how we view the future. Some see it as uncertain and random, believing success is mostly about luck. Others see it as something we can and should plan for. Choosing the latter perspective pushes us to take decisive action, shaping events rather than being shaped by them.

In practical terms, this means cultivating an attitude of definite optimism: the confidence that the coming years can be better, coupled with a willingness to create solutions that lead there. People who hold this view believe in detailed planning and purposeful execution. Instead of hedging with multiple backup plans, they identify the single most promising path and commit to it vigorously.

We’re reminded that we can’t run controlled experiments to see which startup idea will surely work. Instead, each new company is a one-of-a-kind attempt with unique circumstances. By systematically thinking about the future and designing it, we substitute skill for chance. Even if randomness still plays a role, the best outcomes follow from rigorous planning, relentless focus, and a willingness to act boldly.