Secrets to a Successful Startup. Trevor Blake

       CHAPTER ONE

       Turn a Moment of Insight into a Winning Idea

       A moment’s insight is sometimes worth a life’s experience.

      — OLIVER WENDELL HOLMES SR.

      When most people come up with an idea for a startup, they are inspired by something they do well, have experience with, or enjoy and are passionate about. In that moment, many startups are doomed.

      My advice is: To come up with a winning idea, pay attention to what makes you mad. Don’t focus on your skills or what you love and want to do; figure out what you want to change.

What Makes a Winning Idea?

      When I decided it was time to be my own boss, I did what most people do. I considered what I enjoyed doing and what I was especially good at. However, when I analyzed my life honestly, I had to admit that I was not very skilled at anything. It came as a bit of a shock to realize that I had no talent, but that revelation is probably what saved me from joining the millions of failed startups.

      By my fortieth birthday, I had changed careers three times, and without much of a plan, I had become a sales manager for a biotechnology company. In essence, I was responsible for managing a sales team, which involved some skills, and I could lead a team, but those talents were not unique in any way. I could not figure out how to turn that experience into a winning idea for my own business. In addition, the dot-com bubble had already burst, I knew nothing about computers but how to type on them, and my lack of do-it-yourself skills was a subject of family legend. I had long been banned from going near a toolbox, so being any kind of tradesman was easily ruled out.

      When I realized I wasn’t getting anywhere struggling to solve this alone, I decided to research others who had faced this same problem. After all, this strategy had already worked for me once. When I was younger, I lived a hardscrabble life. I wanted to travel the world and to be an adventurer, but it seemed impossible. I couldn’t work out how to escape the quicksand that was my life back then. So I read the biographies of explorers. Dozens of them had started out in even worse situations than mine, and their inspiring life stories helped me rewire my thinking. I began to mirror their attitudes and habits, and before long, I took my first adventure. Over the next two decades, my travels included lengthy visits to fifty-six countries.

      Now I wanted to be my own boss, so I sought inspiration in the biographies of business pioneers. I hoped their inspiring stories would reveal some latent skill or knowledge that I shared with them. I wanted to know what talents had triggered their pioneering business journeys.

      That is when the real “secret” to a winning idea hit me. It jumped right off the pages of every biography. It wasn’t a particular talent or skill. It wasn’t passion for what you are selling or doing what you love. It wasn’t some innate quality that some entrepreneurs are born with. It wasn’t some life experience or education that turned someone into a successful entrepreneur. In fact, the desire for success or to make millions seemed to be the wrong mindset entirely. Instead, the one thing every legendary entrepreneur had in common was that they were ordinary people who got so hopping mad about something they were driven to fix it.

      Further, they did this even when they lacked the experience or qualifications to solve the problem. Most of them were clueless about where to begin. They didn’t have top-notch management teams or access to funding, and in most cases they didn’t desire to be entrepreneurs at all. They were simply driven by a deep motivation to find a way to fix something that had somehow got under their skin, and in the process they inadvertently became business leaders.

      This is the simple yet profound secret to a winning idea: Be motivated to improve the world in one specific way.

      Henry Ford grew up on a farm, and later he became an engineer working at the Edison Illuminating Company. He didn’t set out to become an entrepreneur who would revolutionize the automobile industry and manufacturing. Instead, he was mad that, when he was growing up, driving a car was a rich man’s privilege. Ford wanted to make cars that common folk could afford, freeing them to travel.

      The story of Madam C. J. Walker is one of my favorites. The daughter of former slaves in the American South, Walker became angry because her hair kept falling out due to malnutrition, stress, and the damage caused by all the “snake oil” concoctions being sold by traveling salesmen at the end of the nineteenth century. She got so mad she developed her own hair tonic for herself. When other African American women began asking her for some, Walker started selling her hair tonic door to door.

      By the time she died in 1919, Walker had become America’s first female self-made millionaire and was considered the wealthiest African American businessperson, and she achieved this against almost unthinkable odds. She was the wrong color and the wrong sex in a racist, male-dominated society. She was the wrong class, she had no formal education, and she had no expertise in chemistry, beauty products, or business. Few successful entrepreneurs anywhere, at any time, have had as many hurdles to overcome, and I consider Walker one of my heroes. I wish I could have met her. If you could bottle what made Walker tick, you would surely make billions.

      Another story that inspired me was Sir Richard Branson, whose dyslexia led to poor academic performance in school. His first business was a magazine called Student, through which he advertised discounted records for students, who typically couldn’t afford the record prices at “High Street” stores. This made Branson mad, and he later said, “There is no point in starting your own business unless you do it out of a sense of frustration.”

      Selling records eventually led Branson to found a record label, Virgin Records. Then, another moment of frustration led him to start an airline. About thirty years ago, American Airlines canceled his flight to the British Virgin Islands, where “a beautiful woman” was waiting for him, and Branson became incensed.

      “I went to the back of the airport, hired a plane, borrowed a blackboard, and wrote, ‘Virgin Air, $39 single flight,’” he recalls. “I walked around all the stranded people and filled up the plane. As we landed, a passenger said to me: ‘Virgin Airways isn’t too bad — smarten up the service and you could be in business.’” Branson eventually married the beautiful woman, Joan, and turned his anger into a profitable airline.

      Netflix cofounder Reed Hastings started Netflix after he was charged forty dollars in late return fees for a video at his local Blockbuster. “I had misplaced the cassette,” he admits. “It was all my fault. I didn’t want to tell my wife