It's easier for startups to begin with a product that a small number of users love and then expand from there, rather than trying to please a large audience from the start.

Successful companies often start with small markets and expand over time; going after a large market from the beginning usually indicates a lack of proper market definition.

Startups should focus on a narrow market segment initially to avoid overwhelming themselves and to build a solid foundation for growth.

Investors are generally excited about large markets with clear business models, and they often have hypotheses on how to capture those markets.

The smallest viable market is crucial for brands; choosing a precise audience can lead to significant growth over time, as seen with brands like Patagonia and Nike.

Startups are often easier to sell to than larger companies because they have shorter decision-making processes and less bureaucracy, allowing for quicker sales cycles.

Investors often overlook the potential of existing large markets, thinking they are too crowded, but if you can create a significantly better product, there's room for many winners.

Startups should initially focus on narrow markets to gain momentum, but eventually need to identify and build towards infinite markets to achieve significant growth.

Startups can succeed against larger companies by identifying ideas that sound bad but are actually good, as they can often secure a 'yes' from investors more easily than large companies can get consensus.