The way to do that is to "pick something you're passionate about". "So that's the number one piece of advice that I'd give to someone that wants to start a company or start a new endeavor inside of a bigger company: make sure it's something you're interested in, something you're passionate about.
"Missionaries build better products and so I would take a missionary over a mercenary any day. Mercenaries want to flip the company and get rich; missionaries want to build a great product or service... So that's one [piece of advice], pick something you're passionate about. And the second is start with the customer and work backwards.
"Those two things, passion and customer centricity, will take you an awful long way."
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