- You start by finding a micromarket where you can be the best in the world, whether it’s personal financial planning for new parents in Brooklyn or “gluten-free bialys available by overnight shipping.” What constitutes “best” and “the world” is in the eye of the customer, not you.
- Then you work long and hard to be the best in that micromarket, which will involve slogging through “the dip” where reward is low and effort is high.
- Along the way you need to be careful to “quit the stuff where you can’t be the best. That leaves you the resources to invest in getting through the Dip.”
That’s the functional summary, you’ll have to read the book to be inspired.