22 startup principles to scale your company in 2022:

1) The obstacle is the way

Every hard problem you solve is a moat that others will shrink from.

Most people don’t have the stamina for hard work.

Challenges completed are insurance policies against competition.

2) Sell your story, not your product

Your company isn’t a product, it’s a story.

Great stories attract great employees and great customers.

Sell your story.

3) Focus on leverage

Points of leverage are areas where inputs can disproportionally affect outputs:

- A better conversion funnel impacts all sales
- A better sales process impacts all revenue
- A better onboarding process reduces churn

4) Focus on customers, not competitors

Success comes down to whether people will pay you to solve their problems.

Competitive intelligence is useful to understand where other attempts to solve a problem fall short.

But the customer’s actions speak loudest.