读后感

书中大概说到：
1. Monopoly才能带来持续盈利，competition会逐渐把你挤出去。传统经济学中，充分市场竞争的观点其实有误，完全竞争只会导致利润率越来越低
（这其中就涉及到界定自己niche market的问题，垄断者通常无限扩大自己所在的市场，装做份额很低；竞争者有时则盲目认为自己市场份额很高，其实所在的市场远比想象的要大；monopoly才能承担起为未来技术投入）

2. power law：公司之间的差异往往大大超过个体员工之间的差异（所以进一家好公司还是很重要的）；要去寻找到那个引向成功的秘密（关于自然科学的秘密和关于人的秘密）

3. sales是很重要的，即便你有好技术好产品，也需要好的sales来把产品推销出去；但同时，好的sales是不会让别人看出来他要卖东西的

4. 做生意要问的七个问题：有突破性技术么？时机对么？有没有占据一个小市场的大份额？员工是正确的人么？销售团队和方式有么？未来10-20年你依然能立足么？你发现了别人未曾发现的机会么（秘密）？

5. 创业公司的创始人往往是两种极端的混合体，当然有时候也是被外界所夸大了

6. 未来人类社会是波折性前进？直线上升然后毁灭？缓慢前进之后出现爆发式增长？还是持续保持高度增长？

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That is what a startup has to do: question received ideas and rethink business from scratch

Capitalism and competition are opposites. Capitalism is premised on the accumulation of capital, but under perfect competition all profits get competed away. The lesson for entrepreneurs is clear: if you want to create and capture lasting value, don't build an undifferentiated commodity business

All happy families are alike; each unhappy family is unhappy in its own way. Business is the opposite, all happy companies are different: each one earns a monopoly by solving a unique problem. All failed companies are the same: they failed to escape competition.

The power law means that difference between companies will dwarf the differences in roles inside companies.

There are two kinds of secrets: secrets of nature and secrets about people……secrets about people are different: they are things that people don't know about themselves or things they hide because they don't want others to know.

A great company is a conspiracy to change the world; when you share your secret, the recipient becomes a fellow conspirator.

No company has a culture; every company is a culture.

Sales is the opposite: an orchestrated campaign to change surface appearances without changing the underlying reality. This strikes engineers as trivial if not fundamentally dishonest. They know their own jobs are hard, so when they look at salespeople laughing on the phone with a customer or going to two-hour lunches, they suspect that no real work is being done. If anything, people overestimate the relative difficulty of science and engineering, because the challenges of those fields are obvious. What nerds miss is that it takes hard work to make sales look easy.

People who sell advertising are called account executives; people who sell customers work in BD; people who sell companies are investment bankers; and people who sell themselves are called politicians

So our task today is to find singular ways to create the new things that will make the future not just different, but better- to go from 0 to