Simplification Is the Single Biggest Challenge for Startups

The best secrets are the simplest, which means they're probably subtractive. Entrepreneurs look at a system and try to make it better by adding on top. They think leaving things out will hurt their chances when in reality it's the only shot they've got. A simple startup is very hard at first, but then it'll become straightforward once you've organized it properly around that single secret for a single customer.