Startups are very counterintuitive, and you cannot trust your intuitions all the time; if you follow your instincts, they will lead you astray.

If you remember nothing else, remember that startups are so weird that if you follow your instincts, they will lead you astray.

Learning to ski is similar to learning about startups; both require suppressing your initial instincts to succeed.

Founders who know very little about startup advice often avoid developing bad habits or strange ideas about how to run a startup, which can be beneficial.

Many startups make common mistakes, but exceptions exist where some have succeeded despite them; however, minimizing these mistakes can improve your chances of success.

Startups often make the mistake of trying to emulate other companies; instead, they should do the opposite of what competitors are doing.

The advice to do things that don't scale is counterintuitive but provides startups with a unique advantage over larger competitors by fostering deep customer understanding and rapid experimentation.

Startups are incredibly difficult, and without a strong narrative to motivate you during tough times, you risk quitting and ultimately failing.

Counterintuitive ideas contradict your intuitions, which is why founders often ignore them; they seem wrong at first.