The Three Deaths and the False Fail

The really big ideas that change the course of an industry, of your business, almost always seems stupid at the beginning. And they very rarely work and that's exactly why they're important because your competitors gave up there. So when someone comes up to you with a new idea, just say what experiment might we run? Safi: When something doesn't work, like I said, if it's an important idea, it's probably killed several times.