Why I Keep Coming Back to Zero to One
Most people treat Zero to One like a startup playbook. I treat it like a founder’s mirror.
I first read this book while running my tech company. It challenged many of my assumptions about growth, positioning, and long-term value. Today, as a CEO coach, I see the same patterns in the founders I work with.
They’re scaling.
They’re ambitious.
But often, they’re still trying to win a game someone else designed.
This book helps them flip that.
It shows them how to build the only business that matters — not just the next iteration of something that already exists.
From Competing to Controlling: What Changed for My Clients (and Me)
Let’s break down three specific ideas from Zero to One that I apply consistently in my client work. Each one helps founders charge more, run better, or get ready to sell.
1. Competition is for Losers
Early-stage founders often believe they need to say yes to every client, match every timeline, and win business by being fast, cheap, or flexible.
But that strategy doesn’t scale. It erodes margins and makes your team reactive.
Thiel says, and I agree — don’t just offer a service. Own your space.
One founder I coached built everything for everyone. We narrowed it down to just FinTech APIs — and that changed everything. In less than a year, they tripled their rates. Their proposals started getting approved without pushback. They stopped competing — because no one else was speaking their language.
If you’re trying to win by being like everyone else, you’re playing the wrong game. Being clear helped them earn more — and made acquirers want to buy their business.
2. The Power Law Rules Everything
Most founders underestimate the cost of spreading themselves too thin. They take on too many clients, too many pilots, too many directions — thinking they’re “hedging risk.”
But the data always says otherwise.
The best outcomes usually come from a small number of clients, relationships, or offers. Not from playing volume games.
One of my SaaS founder clients made this shift. They went from juggling 8 small projects to focusing entirely on 2 enterprise clients. With just that move:
- Revenue doubled
- Team morale went up
- Delivery quality improved
When founders start focusing on the right things, and saying no to the rest, everything compounds faster.
3. Secrets Exist
Many founders assume that the big players in their space have everything figured out. That they’re late to the party.
But that’s rarely true.
Even big companies have problems and gaps no one has fixed. That’s where the leverage lies.
One of my clients, a B2B service firm, identified a repeated pain point in onboarding across several of their enterprise clients. We turned that into a productized solution.
Today, they’re not just a vendor. They’re a strategic partner. They sell outcomes. Not hours.
Secrets aren’t myths. They’re opportunities hidden in plain sight.
Beyond the Book: How I Apply the Monopoly Mindset
I often share a visual cheat sheet with clients (save the one below). But the real value lies in how we use each of those ideas on the ground.
Take distribution for example. It’s not about visibility for the sake of it. It’s about building strategic access points.That could mean getting referrals, being part of client tools, or joining trusted groups.
Vertical domination isn’t about picking a niche. It’s about knowing your market well and showing proof that you’re the right fit.
And scale economics? That starts on Day 1. We build systems that make the founder redundant in delivery — dashboards, decision rights, delegation maps.
That’s how businesses become exit-ready — not when everything depends on the founder, but when the systems make the business valuable without them.
This is the shift I coach for. This is how you go from being one of many… to being the only one.
If Zero to One gives you the mindset shift, Founder’s Freedom Blueprint gives you the system to implement it.
Who Should Read Zero to One
If you’re a:
- Founder leading a scaling company
- CEO preparing for a future exit
- Expert transitioning from services to strategic solutions
…and you want to build something durable, not just visible — this book belongs on your shelf. This book is also for you if you’re past product-market fit, but stuck juggling scale, profitability, and clarity.
Because Zero to One isn’t just about starting up. It’s about building companies that last.
