4) Monopolies become popular through excellent branding.

3) They benefit from economies of scale while fixed costs remain the same. 2) They create a network effect where the more people who use the product, the more powerful it becomes.

1) Monopolies have a technologically unique advantage over competitors.

Four principles of successful monopolies allow them to thrive.

Example: Google does its job so well that no other company has come close to competing.

Monopolies mean that other competitors didn’t have what it takes to compete.

The sign of a truly innovative product is the monopoly that evolves as a result.

Example: Steve Jobs demonstrated vertical thinking when he envisioned the iPod, which was truly unique for its time and the impetus for a whole line of post-PC digital devices.

Instead, think vertically by imagining your own future and what products you need to get there.

Horizontal thinking leads to creating products that already exist.

Innovation requires looking at the present unconventionally and creating your own future.

Zero to One explains how the true secret behind successful startups lies in the pursuit of truly unique visions with tenacity and determination. There are infinite untapped business opportunities out there, but a lack of innovation has kept many entrepreneurs from unlocking the potential that awaits. Ready to learn the most important takeaways from Zero To One in less than two minutes? Keep reading! Why This Book Matters:

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