James Clear

James Clear quotes on product market fit

Author of the #1 NYT bestseller Atomic Habits. I write about building better habits.

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“Make mistakes of ambition and not mistakes of sloth.” —Machiavelli Mistakes of ambition: -failing on a big goal -creating something nobody wants Mistakes of sloth: -not attempting a big goal -consuming instead of creating Mistakes of ambition teach. Mistakes of sloth comfort.


Assumptions that are good to operate by even if they aren’t always true: -The competition is smarter and better funded than you. -Without a great product, nothing else matters. -Projects will take 50% longer than expected. -10 minutes early is 5 minutes late.


Every creative project starts as an imitation. You begin by mapping what you already know or have previously seen onto the situation. But if you iterate and recombine enough, it becomes an original.


For 99% of entrepreneurs, I think a good filter for business ideas is: 1) Is someone already doing this? 2) Only do it if the answer is yes. So much time is wasted building "something new" in markets that don't exist. Instead, find new ways to serve old markets.


The secret sauce behind nearly every world-changing software product: Make the inconvenient, convenient. How? Make the illegible, legible.


1. Every marketing strategy is easier with a great product. 2. Without a great product, no marketing strategy will sustain you.

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