0→1 is the chaotic stage of taking an idea and turning it into something customers repeatedly pay for - product-market fit (PMF).

• Goal: Survive long enough to find a repeatable way to generate revenue from a specific type of customer buying a specific thing via a specific go-to-market motion.
• Reality: 0→1 is wildly different from scaling (1–100). The skills, habits, and processes that work post-PMF are often counterproductive here.
• Your job: Strip away everything that doesn’t directly get you closer to real, paid demand.
• Formula for PMF:
  1. Demand – One kind of customer who already wants to buy something.
  2. Supply – A thing you can sell them that fits their demand better than alternatives.
  3. Distribution – A repeatable motion to reach them.