Greg Kogan
gkogan.co (opens in a new tab)
Kogan argues that starting with the simple tools you already have lets you begin sooner, learn what you need, and avoid committing before you have experience.
Read the original of Do it in jeans first (opens in a new tab)Kogan argues that startups rarely need to create a new category and do better positioning into an existing or emerging one, letting their impact reshape it.
Read the original of No New Categories (opens in a new tab)Kogan argues that startups win over confused buyers by describing the outcome customers actually want, not abstract category language about the product.
Read the original of Say something people want (opens in a new tab)Kogan argues that simple systems, like the ones that let a tiny crew run a giant container ship, break less and get fixed faster, so startups should favor them.
Read the original of Simple Systems Have Less Downtime (opens in a new tab)