๐ง๐ต๐ฒ ๐๐ถ๐น๐น๐ถ๐ผ๐ป-๐๐ผ๐น๐น๐ฎ๐ฟ ๐๐ฟ๐ฎ๐บ๐ฒ๐๐ผ๐ฟ๐ธ ๐ง๐ต๐ฎ๐ ๐ ๐ฎ๐ฑ๐ฒ ๐๐ป๐๐๐ฎ๐ฐ๐ฎ๐ฟ๐ ๐ฃ๐ผ๐๐๐ถ๐ฏ๐น๐ฒ Most founders fall in love with their ideas. Apoorva Mehta killed 20 before finding the one that worked. His secret? ๐๐ก๐ ๐๐๐ฃ๐๐๐๐ง๐ญ ๐๐จ๐ฌ๐ฌ๐ข๐๐ฅ๐. This concept, from How We Got to Now by Steven Johnson, explains a simple truth: ๐ฌ๐จ๐ฆ๐ ๐ข๐๐๐๐ฌ ๐จ๐ง๐ฅ๐ฒ ๐๐๐๐จ๐ฆ๐ ๐ฏ๐ข๐๐๐ฅ๐ ๐ฐ๐ก๐๐ง ๐ญ๐ก๐ ๐ซ๐ข๐ ๐ก๐ญ ๐๐จ๐ง๐๐ข๐ญ๐ข๐จ๐ง๐ฌ ๐๐ฑ๐ข๐ฌ๐ญ. ๐ช๐ต๐ ๐๐ฟ๐ผ๐ฐ๐ฒ๐ฟ๐ ๐๐ฒ๐น๐ถ๐๐ฒ๐ฟ๐ ๐๐ฎ๐ถ๐น๐ฒ๐ฑ ๐ถ๐ป ๐ฎ๐ฌ๐ฌ๐ฌโ๐๐๐ ๐๐ ๐ฝ๐น๐ผ๐ฑ๐ฒ๐ฑ ๐ถ๐ป ๐ฎ๐ฌ๐ญ๐ฎ In 2000, ๐๐๐๐ฏ๐๐ง ๐ซ๐๐ข๐ฌ๐๐ $๐๐๐๐ ๐ญ๐จ ๐ซ๐๐ฏ๐จ๐ฅ๐ฎ๐ญ๐ข๐จ๐ง๐ข๐ณ๐ ๐ ๐ซ๐จ๐๐๐ซ๐ฒ ๐๐๐ฅ๐ข๐ฏ๐๐ซ๐ฒ. ๐๐ญ ๐๐จ๐ฅ๐ฅ๐๐ฉ๐ฌ๐๐. The reason? ๐๐ญ ๐ฐ๐๐ฌ ๐ญ๐จ๐จ ๐๐๐ซ๐ฅ๐ฒ. โขNo smartphones โ No seamless ordering โขNo digital payments โ No trust in online transactions โขNo e-commerce habit โ Consumers werenโt ready By 2012, everything had changed. ๐๐ฆ๐๐ซ๐ญ๐ฉ๐ก๐จ๐ง๐๐ฌ ๐ฐ๐๐ซ๐ ๐๐ฏ๐๐ซ๐ฒ๐ฐ๐ก๐๐ซ๐. ๐๐๐จ๐ฉ๐ฅ๐ ๐ญ๐ซ๐ฎ๐ฌ๐ญ๐๐ ๐จ๐ง๐ฅ๐ข๐ง๐ ๐ฌ๐ก๐จ๐ฉ๐ฉ๐ข๐ง๐ . ๐๐ข๐ ๐ข๐ญ๐๐ฅ ๐ฉ๐๐ฒ๐ฆ๐๐ง๐ญ๐ฌ ๐ฐ๐๐ซ๐ ๐ฌ๐๐๐ฆ๐ฅ๐๐ฌ๐ฌ. Thatโs when Instacart became possible. ๐ฆ๐ฝ๐ฒ๐ฒ๐ฑ ๐๐ถ๐น๐น๐ (๐๐ฎ๐ฑ ๐๐ฑ๐ฒ๐ฎ๐) Before Instacart, Apoorva tested and killed 20+ startup ideas: โขA social game ad network (huge market, weak monetization). โขA food review app for Instagram users (people loved food photos, not reviewing dishes). โขA daily deals platform for meals (too crowded, no clear edge). His golden rule? "๐๐ก๐ ๐๐๐ฌ๐ญ๐๐ซ ๐ฒ๐จ๐ฎ ๐๐ฅ๐ข๐ฆ๐ข๐ง๐๐ญ๐ ๐๐๐ ๐ข๐๐๐๐ฌ, ๐ญ๐ก๐ ๐ก๐ข๐ ๐ก๐๐ซ ๐ฒ๐จ๐ฎ๐ซ ๐๐ก๐๐ง๐๐๐ฌ ๐จ๐ ๐ฌ๐ฎ๐๐๐๐ฌ๐ฌ." ๐ง๐ต๐ฒ ๐ญ๐ฌ-๐ฅ๐ฒ๐ฎ๐๐ผ๐ป ๐๐ถ๐น๐น ๐ง๐ฒ๐๐ Before betting on any idea, write down 10 reasons it will fail. If you canโt solve those problems, move on. This ruthless process led to Instacart. And if you use it, ๐ข๐ญ ๐ฆ๐ข๐ ๐ก๐ญ ๐ฅ๐๐๐ ๐ฒ๐จ๐ฎ ๐ญ๐จ ๐ฒ๐จ๐ฎ๐ซ ๐๐ข๐ฅ๐ฅ๐ข๐จ๐ง-๐๐จ๐ฅ๐ฅ๐๐ซ ๐ฌ๐ญ๐๐ซ๐ญ๐ฎ๐ฉ. Follow Vishu Bheda for more valuable startup insights from the world's best founders!
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