# Zero to One The great secret of our time is that there are still uncharted frontiers to explore and new inventions to create. ## Key Concepts **0 to 1 vs 1 to n** - Horizontal progress (1 to n): Globalization - copying things that work - Vertical progress (0 to 1): Technology - doing new things **Four Essential Characteristics of a Monopoly:** 1. Proprietary technology (10x better than closest substitute) 2. Network effects 3. Economies of scale 4. Branding **Last Mover Advantage** It's better to be the last mover - to make the last great development in a specific market and enjoy years of monopoly profits. **Distribution Matters More Than Product** Poor sales rather than bad product is the most common cause of failure. If you can get just one distribution channel to work, you have a great business.