Startup abstraction layers to avoid a baklava business


Engineering Layer

Can you create breakthrough tech instead of simple improvements?

Startups must strive for 10x better because merely incremental improvements often end up meaning no improvement at all for the end user. 


Is now the right time to start your particular business?

Great products don’t always win out. Strike too early or too late, and you risk striking out. Don't control the when, but stay sharp on the how. Fast Company.

Monopoly Layer

Are you starting with a big share of a small market?

Competition Is for Losers. If you want to create and capture lasting value, look to build a monopoly, writes Peter Thiel.



Do you have the right team?

Real technologists wear T-shirts and jeans. Meetings can be done online and writing emails to each other is for dinosaurs. We will never invest in a tech CEO that wears a suit.



Distribution Layer

Do you have a way to not just create but deliver your product?

The world is not a laboratory. Selling and delivering a product is at least as important as the product itself. Distribution means portability of the message and technology values.

Durability Layer

Will your market position be defensible in 10 & 20 years?

Every startup should plan to be the last mover in her particular market. That starts with asking yourself what will the world look like in 10 or 20 years and how will my business fit in.

Secret Layer

Have you identified a unique opportunity that others don't see?

Great startups have secrets. Specific reasons for success that others people don't see. The secret layer is probably the most important layer making the business unique.

Social Layer

Are you willing to be a truly different company?

Doing something different is what's truly good for society and it's also what allows a business to profit by monopolising a new market. The best problems to solve are often the ones nobody else even tries to solve.