I.

Most things fail because nobody cares.

II.

Let’s start with what doesn’t work: copying success. Everyone trying to make the next Facebook creates a wasteland of social networks nobody wants.

III

Here’s the core principle: people give a shit about things that meaningfully change their lives.

IV

Solving real problems isn't enough. You also need to solve them in a way that resonates emotionally.

V.

Why didn't someone do it sooner? Because the obvious solution was previously impossible, illegal, or insane.
The sweet spot? When something just became possible, legal, or sane enough to try. That’s why timing matters more than ideas. Being too early is the same as being wrong.

VI.
Communicate why anyone should care. Focus on outcomes.

VII.

Making something people care about often means making something people already care about, just better.

VIII.

The most successful products are often worse in most ways but radically better in one way that matters.

IX.

Sometimes, making something people care about means removing things people hate.

X.

Finally, there’s the hardest truth: you have to give a shit yourself.

XI.
Hit 6/8 (from III. to X.). More is overkill. Less is self-sabotage.

making something people give a shit about doesn’t mean making something perfect. It means creating something meaningfully better in a way that touches people’s lives.

In the end, people don’t care about products, features, or specifications. They give a shit about their lives being better. Everything else is just details.

(XII.)

creating something people give a shit about isn't enough – you have to remember why they gave a shit in the first place.