The fuel that startups run on is uncertainty.
Successful founders seek out uncertainty and then steer the company through it and emerge from the other end with a healthy business that has a moat.
The only thing that deters the onslaught from established competitors is uncertainty.
Large companies tend to value waiting for higher fidelity information before entering a market. They’d rather wait than face uncertainty, even if this costs them money in the end. And in that pause is the opportunity to build great businesses.
Founders form startups where experienced managers fear to tread.
