Smart people thinking you're crazy is the moat signal, not a red flag
Reid Hoffman, LinkedIn Founder: It's Time To Quit Your Job When You Feel This! · Reid Hoffman
Choose work by its difficulty and interestingness, not its payoff
What I Worked On · Paul Graham
Focus all forces on one niche to cross from early market to mainstream
Crossing the Chasm, 3rd Edition · Geoffrey A. Moore
Focus your entire startup on one critical number at a time
Lean Analytics · Alistair Croll & Benjamin Yoskovitz
Match your sales channel to your buyer's expectations and your product's complexity
Crossing the Chasm · Geoffrey A. Moore
Match your strategy to the specific conditions of the ground you occupy
The Art of War · Sun Tzu
Consensus-based hiring finds inoffensive mediocrity -- hire for world-class strengths
The Hard Thing About Hard Things · Ben Horowitz
Get the founding decisions right because they cannot be corrected later
Zero to One: Notes on Startups, or How to Build the Future · Peter Thiel & Blake Masters