*Typing*

Originality pays dividends for decades. If you invent a style that’s truly original, it’s notoriety compounds with each person that adopts that style. You see this often in art when a truly original artist enters onto a scene.

Consider Jean-Michel Basquiat. Love him or hate him, Basquiat was original. He was as original as original gets. Nearly four decades after his death, his spirit lives on because his originality is so widely mimicked. Today when we see someone melding elements of abstract expressionism with graffiti, we say… “That’s looks like Basquiat.” He never leaves the conversation.

Artists who aspire to be original are terrified of their originality being copied. But, this only enhances the legend surrounding themselves and their work.

Creatives are athletes of the subconscious.

We are motivated by money. But, we’re also motivated by meaning. When building an enterprise, you must think about both.

If your only selling point is money, you will attract individuals who are strictly motivated by money. Sure, they might be talented. But, they will be unfaithful. They will leave you the moment somebody walks by waving a bigger paycheck and a flashier title. If your only selling point is meaning, you won’t attract anyone. Nobody works for nothing. Especially not those with the talent and tenacity you desire.

You want to build an enterprise that pays its people well while challenging them to do work that is truly meaningful.

Choose wisely when it matters, and quickly when it doesn't.

If you pick a fight with the toughest boss right from the jump, you’ll get pummeled. Instead you should start small. Find your footing in a tiny, uncrowded market where the competition is sparse. Some of the the biggest companies on the planet started out this way.

Netflix rented DVDs. Nike built track shoes. Amazon shipped books. Shopify sold snowboards. Toyota manufactured looms. Instagram made photo filters. Lululemon designed yoga pants. If you’re like most early-stage companies, the work you’re doing now is the worst work you will ever do. You’re only going to get better.

By choosing a small market, you give yourself time to hone your skills, systems and services far out of reach from more brawny competitors. With time, you will evolve. When you finally do take a swing, they won’t know what hit them.