2. Answer the question they’re already asking.

10 truths to help you succeed where most don’t

OK, here’s the meat. 10 insights that every startup needs to know to succeed. I’ll have a chapter for you on each of these: 

1. No one eagerly awaits your message.

2. Answer the question they’re already asking.

3. There’s a better message than ‘How It Works’. 

4. Attention is not rational. 

5. Think of your product as the tangible expression of a deeper value.