The Art of Startup Success II: 9 Commitments To Make Before You Change the World

"The people who are crazy enough to think they can change the world are the ones who do." - Steve Jobs

When one becomes emotionally tied to a new idea - a startup, a product, or a service - the mind plays a dangerous trick.

You begin to believe that others share your vision, that the world sees what you see.

This is a critical illusion, one that leads many innovators astray.

The very act of innovating means you are ahead of your time, moving beyond the existing paradigm.

But innovation alone is not enough.

The world must be prepared, and it is often not.

You must commit to the grueling process of educating and transforming it, or else risk failing in such a way that your idea only becomes successful in someone else’s hands later.

Herein lies the truth: if people don’t perceive a problem, they won’t seek a solution.

Even if you present them with a revolutionary product, they won’t understand its value. History teaches us that those who have changed the world first had to change minds.

Let us study the great innovators of the past 200 years and extract the nine commitments they made, which you must also embrace if you intend to transform the world.

9 Commitments World-Changers Make:

Commitment #1: “I Am Ready to Educate”

In the late 19th century, the notion of a "horseless carriage" was met with skepticism.

The public, deeply rooted in their reliance on horse-drawn transport, could not yet grasp the transformative potential of the automobile.

Karl Benz, the creator of the first practical internal combustion engine-powered vehicle in 1885, found himself at the vanguard of a revolution few could foresee.

Benz’s challenge was not merely technological; it was one of perception.

To the public, the idea of a car seemed unnecessary, perhaps even frivolous. He needed more than invention; he needed to inspire belief. His breakthrough moment came in 1888, not in the workshop, but on the open road. His wife, Bertha Benz, took one of his vehicles on a historic journey from Mannheim to Pforzheim, covering over 60 miles - a bold display that demonstrated the car’s reliability and practicality. It was this dramatic move, beyond all technical specifications, that began to shift public opinion.

Benz did not stop there. Understanding the power of visual demonstration, he exhibited his car at fairs and provided test drives, allowing people to experience firsthand what words could not convey.

Through these actions, he slowly dismantled the wall of skepticism and built a market that was willing to consider this radical new form of transportation.

But where Benz introduced the car, Henry Ford revolutionized its reach.

Ford, a shrewd observer of human behavior and economic reality, understood that for the automobile to reshape the world, it needed to be accessible to the masses. His approach was far more than an incremental improvement; it was a systematic transformation of the production process and the consumer mindset.

How Ford Turned a Niche Invention Into a Mass Movement:

1. Affordability Through Mass Production: Ford’s key insight lay in the power of scale. He didn’t just want to build cars; he wanted to build millions of them. By introducing the assembly line, Ford slashed production costs, making the automobile not a luxury for the elite, but an attainable commodity for the average American. The Model T, launched in 1908, dropped from a price of $850 to $360 by 1916 - an economic feat that redefined the possibilities of manufacturing. In this, Ford understood the psychology of mass adoption: the more people saw the car as something within their reach, the more they desired it. It was a chain reaction of demand, fueled by accessibility.
2. Marketing and Publicity: Ford’s genius wasn’t confined to the factory. He knew that education wasn’t enough - he needed aspiration. Through widespread marketing campaigns in newspapers, magazines, and direct mail, Ford cultivated the idea that the car was not just a machine, but a symbol of progress. His ads emphasized the affordability, reliability, and ease of the Model T, cleverly appealing to both practical needs and the emotional pull of modernity. With each advertisement, Ford reshaped the car from a mechanical novelty into a part of the American Dream.
3. Demonstrations and Test Drives: Like Benz, Ford relied heavily on demonstrations. He recognized that seeing is believing, but he took it further - he made the public participants in the future. Ford organized test drives, encouraging potential buyers to feel the car’s power and freedom for themselves. And Ford didn’t stop with the sale. He established driving schools to teach new owners how to operate their vehicles, understanding that any fear or hesitation about using new technology could undermine the entire movement.
4. Building a Network: The car, Ford knew, was only as good as its support system. To ensure long-term success, he built a network of dealerships and service stations, ensuring that once you bought a car, you had the infrastructure in place to maintain it. This network wasn’t just a convenience; it was psychological reassurance. Buyers no longer feared being left with a broken-down machine in the middle of nowhere. By providing both accessibility and security, Ford made the car an essential part of life.
5. Innovative Financing: Lastly, Ford introduced innovative financing options, allowing customers to purchase their cars on credit. This simple yet brilliant move lowered the barrier to ownership, making the car a possibility for households that otherwise wouldn’t have been able to afford it. By allowing people to buy the future on installment plans, Ford did more than sell cars - he sold mobility, independence, and possibility.

Both Benz and Ford faced a world resistant to change. It was not enough to invent a transformative product - they had to transform the way people thought about their lives.

Benz began the process by proving the reliability of the car, making it clear that this innovation was not just a novelty, but a practical tool.

Ford, however, took that idea and scaled it to the masses, showing that true revolution comes when technology meets human aspiration.

In their stories lies a critical lesson for innovators: invention is only the beginning.

To truly change the world, you must not only create something new - you must show people why they need it, build a system that makes it part of their daily life, and educate the market until the future you envision becomes their present reality.

Commitment #2:  “I Am Ready to Overcome Skepticism”

In the late 19th and early 20th centuries, electricity was a concept cloaked in mystery, a strange force that seemed impractical for daily life.

Gas lamps illuminated the streets and homes, while manual labor powered the machines of industry. The leap from this world into one governed by electric light and machinery was unimaginable to most.

Yet, Thomas Edison and Nikola Tesla envisioned this very revolution - one where electricity would reshape society at its core.

But for this vision to become reality, they needed more than invention.

They had to convert skepticism into belief. Edison and Tesla - two minds as brilliant as they were opposed - each approached the problem with radically different strategies, and through their efforts, they dragged the world into the age of electricity.

Edison’s Strategy: Creating a Vision of Reliability:

Thomas Edison, the pragmatic inventor, is credited with creating the first practical incandescent light bulb in 1879. But the true battle was not in the laboratory - it was in convincing a skeptical public to trust electricity over their familiar gas lamps.

Here’s how Edison transformed disbelief into acceptance:

1. Public Demonstrations: Turning the Unseen Into the Tangible: Edison understood that seeing is believing. To convert the masses to this new source of light, he needed to make them witness the power of electricity firsthand. In 1882, Edison illuminated the Pearl Street Station in New York City, the world’s first commercial power plant. Entire neighborhoods lit up, and the public, for the first time, could see an entire area illuminated safely and reliably by electric light. This visual triumph was not just about lighting a street - it was about lighting the path to the future.
2. Creating the Edison Electric Light Company: Building a Network of Trust: Edison didn’t stop at mere invention. He knew that to dominate the market, he needed a robust infrastructure to make electric light widely available. Through the Edison Electric Light Company, he installed electric lighting systems in homes, businesses, and public spaces. He was building more than lightbulbs; he was building trust in electricity itself.
3. Campaigns and Education: Making Electric Light a Necessity: Edison masterfully framed electricity as a necessity, emphasizing its cleanliness, safety, and convenience over the dirty, dangerous gas lamps of the day. His campaigns did not just sell a product - they sold peace of mind. Every ad, every piece of marketing material, was aimed at convincing the public that electric light was not just the future - it was the smarter, safer present.
4. Building Infrastructure: The Web of Power: Edison’s genius lay in his understanding that technology means nothing without infrastructure. He focused on creating systems for generating and transmitting electricity over long distances, ensuring that it would be available where it was needed, when it was needed. He wasn’t selling lightbulbs - he was selling the guarantee of reliability, and for that, people were willing to pay.

Tesla’s Vision: The Battle for Power:

Nikola Tesla, the visionary, saw the potential of electricity on a grander scale. Where Edison focused on direct current (DC), a relatively inefficient system for transmitting electricity over long distances, Tesla recognized the superiority of alternating current (AC). But the brilliance of Tesla’s vision was only matched by the intensity of the opposition he faced - none other than Edison himself.

1. Westinghouse Partnership: Securing Allies in the Fight: Tesla’s ideas, though revolutionary, needed backing. Enter George Westinghouse, the industrialist who saw the potential in Tesla’s AC systems. Together, they formed a powerful alliance that would challenge Edison’s dominance. Westinghouse provided Tesla with the resources, financial and technical, to develop and promote AC power on a national scale.
2. The War of Currents: A Clash of Giants: The War of Currents became the defining struggle between Edison’s DC and Tesla’s AC. Edison launched a campaign to discredit AC, emphasizing its dangers - he went so far as to publicly electrocute animals to demonstrate AC’s supposed lethality. Tesla, however, knew that facts, not fear, would win this war. He and Westinghouse fought back with public demonstrations that showcased AC’s efficiency, safety, and superior range over DC. Tesla was battling more than technological skepticism - he was battling Edison’s fearmongering.
3. World’s Fair Demonstration: A Turning Point in the War: In 1893, Tesla and Westinghouse secured the contract to illuminate the World’s Columbian Exposition in Chicago. This was not just any demonstration - it was electricity’s grand stage. The world’s first all-electric fair showcased the power, reliability, and scalability of AC on a global scale, proving to both the public and industry leaders that Tesla’s vision was not only feasible, but superior. This moment marked the beginning of the end for DC power.
4. The Niagara Falls Project: Proving AC’s Dominance: The final blow to Edison’s DC came with the Niagara Falls power project in 1895, Tesla’s crowning achievement. Harnessing the immense power of the falls, Tesla’s AC system transmitted electricity over long distances, powering cities far from the source. The Niagara project wasn’t just a technical feat - it was the victory that cemented AC as the dominant form of electricity worldwide.

While Tesla’s ideas were revolutionary, they were complex and often beyond the understanding of the average person.

Recognizing this, Tesla took to the stage and the pen, delivering lectures and writing extensively to explain the intricacies of AC power.

He broke down difficult concepts, demystifying electricity for the public. His educational efforts were just as critical to the mass adoption of AC as his inventions.

The battle between Edison and Tesla is a story not just of technological innovation, but of strategy and persistence.

Edison, the consummate businessman, knew that invention without adoption was meaningless.

He relentlessly pursued public trust, creating not only a product but an entire ecosystem that made electricity an indispensable part of life.

Tesla, on the other hand, saw beyond the immediate.

He fought to make a better system the standard, even in the face of intense opposition.

Their story is a reminder that to revolutionize the world, you must do more than invent.

You must build trust, educate the public, and demonstrate - again and again - that your vision is not only possible but necessary. Edison illuminated the world, but it was Tesla’s power that kept the lights on.

Commitment #3: “I Am Ready to Shift Taboos”

Plastic surgery, once a domain shrouded in taboo and reserved for the wealthy or those disfigured by accident, underwent a radical transformation in the mid-20th century.

What was once seen as an indulgence in vanity or a necessity after trauma slowly became embraced as a tool for self-enhancement and personal transformation.

This shift was not accidental, nor did it happen overnight - it was orchestrated by figures like Dr. Ivo Pitanguy, the Brazilian surgeon who understood that changing society’s perception of plastic surgery required both strategic and cultural finesse.

At the heart of this transformation lay the art of public perception. Pitanguy, like a master tactician, knew that to legitimize plastic surgery as an acceptable and even desirable practice, he needed to shift the public’s understanding from one of shame to one of empowerment.

His work became not only surgical but psychological - a gradual seduction of the collective mind.

1. Public Education: The First Stroke of Persuasion: Dr. Pitanguy’s genius began with education, for he knew that ignorance was the greatest barrier to acceptance. By demystifying plastic surgery, he took the first step in making it accessible. Through lectures, interviews, and articles, Pitanguy and other pioneering surgeons began to inform the public not only of the physical benefits of cosmetic procedures but the psychological and emotional advantages. They framed these surgeries not as exercises in vanity, but as means to enhance confidence, improve mental well-being, and restore dignity. This reframing was a masterstroke. It shifted plastic surgery from an indulgence to a form of self-care, allowing people to see these procedures as enhancements rather than superficial alterations. Pitanguy knew that society’s insecurities - its need to feel whole - could be harnessed to make plastic surgery not only accepted but desired.
2. Media Influence: Shaping the Narrative: No societal shift is complete without the media to amplify its message. Understanding the power of visibility, Pitanguy ensured that successful surgeries were placed front and center in the public eye. Before-and-after photographs, patient testimonials, and compelling stories of transformations became the new face of plastic surgery. The media, far from being passive observers, became Pitanguy’s ally. They showed patients not only as altered but elevated - more confident, happier, more aligned with society’s ideals of beauty. These stories humanized plastic surgery, transforming it from a secret shame into an opportunity for renewal. With every published story, Pitanguy was reshaping the way society viewed the scalpel - not as an enemy, but as an artist's brush.
3. Celebrity Endorsements: Turning Stigma into Status: Celebrities, with their power to define trends and influence public behavior, became vital players in this transformation. Pitanguy understood that a few high-profile endorsements could do what thousands of words could not. When celebrities began to publicly acknowledge their cosmetic surgeries, it reduced the stigma attached to the practice. What was once whispered about in hushed tones now became a point of admiration. The subtle message was clear: if the elite embrace plastic surgery, why shouldn't you? By bringing high-profile figures into the fold, Pitanguy not only legitimized the practice but made it aspirational. The very act of undergoing surgery became a signal of status, a bold declaration of one’s control over their appearance.
4. Professional Standards: Building a Fortress of Trust: No amount of media coverage or celebrity endorsement could have solidified plastic surgery’s place in society without a rigorous foundation of professionalism. Pitanguy, ever the strategist, helped establish professional organizations that promoted high standards for ethics, practice, and patient care. By ensuring that surgeons were properly trained, certified, and adhered to strict ethical guidelines, he built a fortress of trust around the field. In this way, plastic surgery was no longer the risky endeavor of charlatans but the domain of respected professionals. Pitanguy knew that trust was the currency of acceptance, and he ensured that plastic surgery’s reputation would be unassailable.
5. Inclusive Approach: Expanding the Reach: In the early days, plastic surgery was seen as the exclusive privilege of the wealthy. Pitanguy, however, saw a different future. He expanded the reach of these procedures, making them accessible to a broader range of socioeconomic groups. By offering a range of services and pricing options, he opened the door to those who had previously thought such procedures were beyond their reach. This democratization of plastic surgery was critical in making it widespread. By removing financial barriers, Pitanguy made the desire for self-improvement available to all, further ingraining plastic surgery into the fabric of society.
6. Academic Contributions: Cementing Legitimacy: Pitanguy’s influence extended beyond the operating room into the halls of academia. He contributed to the scientific and academic community, publishing research and advancements in surgical techniques. By embedding plastic surgery in the academic world, he lent it further legitimacy as a medical discipline. His research was not merely theoretical but grounded in practice, ensuring that the advancements in surgery were respected by both peers and the broader public.
7. Cultural Integration: The Final Mastery: In Brazil, Pitanguy’s greatest triumph was not just in shifting individual perceptions but in shaping a national consciousness. He understood that Brazilian culture, with its emphasis on beauty and self-improvement, could be fertile ground for his ideas. Plastic surgery became an intrinsic part of Brazilian society, aligned with cultural values of beauty, self-expression, and personal enhancement. Pitanguy did not just introduce plastic surgery to Brazil - he wove it into the fabric of the country’s identity. What once was taboo became a celebrated form of self-actualization. Through his work, plastic surgery evolved from a hidden indulgence into an accepted, even revered, pathway to personal reinvention.

Dr. Ivo Pitanguy did not merely change the face of plastic surgery; he changed its soul. Through careful manipulation of public perception, the use of media and celebrity, and a commitment to high ethical standards, he transformed a once-taboo practice into a global phenomenon. Pitanguy understood the psychology of society, using its insecurities, aspirations, and need for belonging to create a movement that still thrives today.

His legacy is a testament to the power of strategic persuasion, showing us that true mastery is not simply in the skill of the hand but in the ability to change minds.

Commitment #4: “I Am Ready to Adapt Traditions”

The rise of yoga in the West is a story of cultural adaptation, strategic education, and relentless perseverance.

What was once an ancient practice confined to India became, by the mid-20th century, a global phenomenon.

This transformation was no accident. Visionary figures like B.K.S. Iyengar and Pattabhi Jois understood that introducing yoga to the Western world required not just a transfer of knowledge, but a delicate balance between maintaining tradition and appealing to the Western mind.

1. Simplifying and Explaining: The Strategic Gateway: B.K.S. Iyengar knew that the sheer complexity and depth of yoga could overwhelm Western audiences unfamiliar with its philosophical and physical aspects. He began by writing the groundbreaking book Light on Yoga in 1966, a text that would become the cornerstone of yoga’s introduction to the West. His approach was methodical and clear - he broke down the intricate postures (asanas) and breathing techniques (pranayama) into accessible, step-by-step instructions. This was Iyengar’s genius. He understood that to spread yoga, he needed to strip away the mysticism that might alienate Western minds, without losing the essence of the practice. Light on Yoga became more than a book—it was a gateway, a blueprint for Western practitioners to begin their journey into yoga with clarity and confidence.
2. Adaptation of Techniques: Tailoring for the Western Body: Iyengar’s success lay not only in his ability to explain yoga but in his ability to adapt it to the specific needs of the Western audience. The bodies of Western students were often stiffer, more accustomed to sedentary lifestyles. Iyengar responded with innovation, introducing props - blocks, straps, blankets - that allowed practitioners to achieve proper alignment, regardless of their flexibility or experience. This was a revolution within the practice itself. The introduction of these aids wasn’t just about making yoga more accessible; it was about ensuring that the benefits of yoga were felt more deeply by a wider audience. Iyengar knew that success in the West required yoga to meet people where they were, rather than expecting them to conform immediately to its traditional rigor. In this, he showed the importance of flexibility - not just in body, but in approach.
3. Focus on Physical Health: Aligning Yoga with Western Values: Western audiences were primarily drawn to yoga for its physical benefits, seeking relief from the stresses of modern life, and improvement in physical fitness. Iyengar capitalized on this, framing yoga as a tool for improving strength, flexibility, and overall well-being. In his teachings, the spiritual dimensions of yoga were present, but it was the tangible, physical results that he highlighted to gain traction in the West. This was an astute move. By aligning yoga with the growing Western obsession with health and fitness, Iyengar made it relevant, even essential, to the lifestyle of the average practitioner. He subtly bridged the gap between yoga’s deeper philosophies and the Western preoccupation with bodily health.
4. Teacher Training: Spreading the Influence: Iyengar’s approach to growth was strategic. He didn’t intend to spread yoga single-handedly; instead, he trained a new generation of teachers, rigorously certifying them in his methods. These teachers would go on to open yoga studios and teach across the globe, ensuring that Iyengar’s techniques and philosophy were not diluted as they spread. By focusing on quality control, Iyengar established a global network of teachers who could faithfully represent his teachings, ensuring yoga's sustained success and consistency in the West. This was the beginning of yoga as an institution in the Western world.
5. Structured Practice: Pattabhi Jois and the Discipline of Ashtanga: While Iyengar’s approach emphasized accessibility, Pattabhi Jois introduced the West to a different form of yoga - Ashtanga, a dynamic, physically demanding practice that appealed to those looking for a vigorous workout. Western practitioners, especially in the fitness-centric culture of the 20th century, were drawn to its structured, progressive sequences. It offered both a challenge and a path of growth, providing a clear sense of progress, something highly valued by the Western mindset. Jois’s Ashtanga was more than just exercise; it was a way of life, a discipline. His method demanded commitment, a characteristic that resonated deeply with those seeking not just a physical practice but a transformation in body and mind.
6. International Outreach: Direct Engagement with Western Students:  Jois and Iyengar were not content to let their teachings remain in India. They understood that for yoga to take root, they needed to engage with Western students directly. Jois, in particular, traveled extensively, conducting workshops across Europe and the United States, creating schools where his philosophy and techniques could flourish. This personal engagement built a strong sense of connection between teacher and student, helping to create a loyal following that would spread the teachings of yoga far and wide.
7. Creating Communities: Building the Foundation: Jois and his followers didn’t just teach yoga - they built communities around it. These communities became more than just places to practice; they were centers of support, places where practitioners could come together in their shared pursuit of physical and spiritual growth. It was through these communities that yoga gained its foothold, sustaining interest and deepening the bond between teacher, practice, and student. These communities weren’t just about physical practice. They were about creating a sense of belonging, where yoga became a shared experience, contributing to its spread through word of mouth and personal recommendation. This was key to yoga’s lasting presence in the West.
8. Emphasizing Discipline: The Key to Transformation: For Jois, discipline was at the core of the practice. He instilled in his students a deep respect for dedication, routine, and progress through consistent effort. This resonated with Western students who sought structure and commitment in their fitness and spiritual routines. Discipline was not just a matter of the body; it was about reshaping the mind, a core tenet that Jois emphasized throughout his teachings.
9. Cultural Sensitivity: Balancing Tradition and Adaptation: Both Jois and Iyengar were sensitive to the cultural differences between the East and West. They walked a fine line—introducing the depth and spirituality of yoga without overwhelming Western students who were initially drawn to the physical aspects. By respecting Western norms while maintaining the authenticity of yoga, they struck a delicate balance, one that allowed yoga to flourish in foreign soil without losing its essence.
10. Engaging with Science: The Final Validation: Yoga’s rise in the West was bolstered by scientific validation. Studies on the physical and mental benefits of yoga provided the credibility needed to win over skeptics. As Westerners became more health-conscious, these studies validated yoga’s place in modern life, proving that it was not just a spiritual practice, but a powerful tool for enhancing physical health and well-being.
11. Celebrity Endorsements: The Final Push into the Mainstream: Just as in other cultural movements, celebrity endorsements played a crucial role in popularizing yoga. When public figures and athletes began to publicly embrace yoga, it brought attention to the practice’s benefits, making it more appealing to the broader public. Yoga was no longer seen as an esoteric practice but as something embraced by the elite—making it all the more attractive to the masses.

The spread of yoga in the West was no accident. It was a carefully orchestrated effort, led by figures who understood the importance of cultural adaptation, strategic education, and community building. By simplifying yoga, adapting it to Western needs, and framing it in terms of physical health and personal growth, B.K.S. Iyengar and Pattabhi Jois forged a path that transformed yoga into the global phenomenon it is today.

Their legacy shows us that true mastery lies not just in perfecting a craft, but in the ability to adapt and mold that craft to new audiences without losing its essence. They understood the intricate dance between tradition and innovation, and through that balance, they brought yoga to a world that didn’t know it was ready for such a transformation.

Commitment #5: “I Am Ready to Build an Entirely New Market”

Commitment #6: “I Am Ready to Keep Going (For a Long Time) & Involve Others Before It Starts to Come Together”

In the early days of the internet, it was an obscure tool, reserved for academics and researchers - a network used for niche purposes, devoid of the grand potential we now take for granted.

To the broader public, it was simply an enigma.

But visionaries, like Tim Berners-Lee, understood something far more profound: the internet could revolutionize how human beings interacted, shared information, and conducted commerce.

Berners-Lee, the architect of the World Wide Web, did more than invent technology - he built a foundation for global connectivity, while educating a world not yet ready for what he had unleashed.

The creation of the World Wide Web was not just an engineering achievement; it was a calculated campaign to change minds and open the eyes of an entire world.

1. Developing the Web: Laying the Foundation of a Revolution: Tim Berners-Lee’s genius was his ability to translate the abstract world of interconnected networks into something comprehensible and useful for the average person. In 1989, working at CERN, he developed the fundamental technologies that would form the backbone of the World Wide Web: HTML, HTTP, and URLs. These seemingly simple inventions allowed users to create, share, and access information through web pages - offering a user-friendly interface that transformed the internet from an impenetrable labyrinth of data into something navigable and accessible. This wasn’t just an advance in technology. It was a strategic move to simplify the complex, providing a gateway for the general public to step into the future.
2. Building the First Website: The Demonstration of Potential: It is one thing to build the technology; it is another to show the world its potential. Berners-Lee’s first website was a demonstration of the web’s capacity - a practical guide explaining what the World Wide Web was, how it worked, and how one could use it. This was not just a technical resource; it was propaganda for the future. It served as a beacon, showing new users the path forward and illustrating, in simple terms, what this new tool could offer. Berners-Lee understood that invention alone was not enough - he had to educate and guide the public toward understanding its value.
3. Advocacy and Collaboration: Rallying the Pioneers: Berners-Lee was not content to remain a solitary inventor. He advocated tirelessly for the web, recognizing that the strength of his creation lay in its ability to be adopted and expanded upon by others. He partnered with researchers and institutions to collaborate, demonstrating the web’s transformative possibilities. This collaborative approach allowed for rapid growth, as each new contributor added their own innovation to the network. Berners-Lee’s genius was not just in creating technology but in building alliances - gathering minds who could carry the vision forward and spread the web’s reach far beyond its academic origins.
4. Public Lectures and Conferences: Preaching the New Gospel:  To truly change the world, Berners-Lee had to move beyond the intellectual elite. He took his vision to the public stage through lectures and conferences, captivating the minds of early adopters, tech enthusiasts, and pioneers of the digital age. He wasn’t selling a product - he was preaching a new way of thinking about communication, knowledge, and commerce. Berners-Lee made people believe that the web could revolutionize society itself. Through this education campaign, he sparked imaginations, laying the groundwork for the internet’s inevitable expansion into the daily lives of billions.
5. Standardization and Open Access: Ensuring the Web's Freedom:  One of Berners-Lee’s most critical moves was the creation of the World Wide Web Consortium (W3C) in 1994, advocating for the standardization of web technologies. His goal was clear: the web must remain open, accessible, and free from corporate monopolization. By promoting open standards, he ensured that the web could expand freely, allowing innovators across the globe to build upon his foundation without barriers or restrictions. This was strategic foresight at its finest. By ensuring that the web remained free for all, Berners-Lee secured its future as the backbone of global communication, commerce, and culture.
6. Netscape and the First Web Browser: The Gateway to Mass Adoption:  Even with the World Wide Web’s framework in place, there remained a critical obstacle: access. The average user needed a simpler way to navigate this new digital world. Enter Netscape, founded by Marc Andreessen and Jim Clark in 1994, with their revolutionary web browser Netscape Navigator. This tool became the gateway for mass adoption, significantly lowering the barrier to entry and making the web accessible to the public at large. Netscape’s marketing efforts, coupled with the technical capabilities of its browser, transformed the web from a tool of academics into something anyone could use. It was the bridge that connected the visionary infrastructure created by Berners-Lee to the hands of everyday people.
7. Internet Service Providers (ISPs): Bringing the Web to the Masses: While Berners-Lee and Netscape laid the technological foundation, companies like AOL, CompuServe, and Prodigy played a pivotal role in delivering the internet to households. By providing dial-up access and user-friendly software, these ISPs brought the web to the masses. They made the internet more accessible by offering curated portals, customer support, and familiar interfaces, transforming a complex network into a practical tool for communication, work, and entertainment. Through ISPs, the internet went from an abstract concept to an essential household utility, placing the power of the web into the hands of millions.
8. E-commerce and Online Services: The Visionaries of Commerce:  Visionaries like Jeff Bezos of Amazon, Pierre Omidyar of eBay, and Reed Hastings of Netflix saw the commercial potential of the internet long before the public did. They capitalized on the web’s potential for e-commerce and online services, demonstrating its practical applications for shopping, entertainment, and communication. Their businesses didn’t just drive demand; they proved that the internet could be monetized, turning it into a global marketplace and a hub for services. These entrepreneurs transformed the internet from a place of information exchange into a commercial powerhouse, unlocking its potential as a driver of economic growth and innovation.
9. Media Coverage: Telling the World:  The role of the media in legitimizing the web cannot be overstated. As newspapers, magazines, and television programs began to cover the internet, they helped educate the public on its benefits and showcased its capabilities. This media attention created a virtuous cycle - the more people learned about the web, the more they wanted to explore it, and the more they explored, the more the web grew. Through media exposure, the internet was not just accepted - it was embraced as an integral part of modern life.
10. Government and Educational Initiatives: Expanding Access: Governments and educational institutions played a crucial role in expanding internet access. By incorporating the web into schools and public services, they helped train a new generation of users. Governments provided funding, infrastructure, and initiatives that made the internet more widely available, ensuring that access to the web was not limited to the elite but could reach rural and underserved areas. The internet became a public good, essential for education, communication, and civic life, cementing its place in the modern world.
11. Community Building: Cultivating the Internet’s Culture: As the web grew, so did its communities. Early internet users formed online forums and discussion groups, where they shared knowledge, collaborated on projects, and explored the potential of this new digital space. These communities were the incubators of innovation and creativity, helping users navigate the web’s complexities and fostering a culture of openness and exploration. The internet didn’t just grow from the top down - it flourished from the ground up, driven by the energy and enthusiasm of its early adopters.

Tim Berners-Lee’s journey, from the invention of the World Wide Web to its global dominance, was a masterclass in vision, strategy, and the power of education. He didn’t just create a tool; he built a movement that reshaped how we communicate, learn, and do business. By educating the public, standardizing the technology, and ensuring open access, he unlocked a new era of global connection.

What we now take for granted - the world at our fingertips - was the product of relentless innovation, strategic alliances, and a profound understanding of human behavior. Berners-Lee and those who followed in his footsteps didn’t just change technology; they changed society itself, forever altering the trajectory of human progress. The internet, once a curiosity, became the foundation of modern life, a tool for empowerment, and a force of disruption in every industry it touched.

Commitment #7: “I Am Ready to Change Perceptions”

Before 2007, the smartphone market was a narrow world, confined largely to business professionals.

Phones that combined basic communication with internet browsing and personal organization existed but were clunky and catered to a specific niche.

The general public, content with simpler phones, did not yet grasp the need for a device that could do more.

Steve Jobs and Apple understood that for the iPhone to succeed, they would have to alter the public's perception - they had to sell a new vision of what a phone could be.

Apple didn’t just release a new product; they launched a movement, changing how the world viewed mobile technology.

Here’s how they did it:

1. Revolutionary Design: Capturing Attention by Design: In a market full of dull, utilitarian devices with physical keyboards and small, uninspired screens, Jobs introduced the iPhone as a sleek and minimalist revolution. It was a device with one large touchscreen interface - simple, intuitive, and elegant. Jobs emphasized the iPhone’s aesthetic appeal, knowing that beauty alone could captivate. The touchscreen, without the distraction of buttons, promised a new level of interaction. It made the iPhone accessible and desirable, appealing not just to tech enthusiasts but to the broader public. The iPhone was a device you wanted to be seen with. Jobs understood the psychology of design - form and function combined in a seductive package. The iPhone was not just another gadget; it was a status symbol, a piece of art that promised sophistication.
2. Integrated Functionality: One Device to Rule Them All: Jobs didn’t just present the iPhone as a phone. He sold it as a lifestyle device - three essential products combined into one: a phone, an iPod, and an internet communicator. This fusion of functions was revolutionary. No longer would consumers need to juggle multiple devices for their music, communication, and online needs. The iPhone promised simplicity, and simplicity is seductive. Jobs understood that by offering convenience wrapped in sleek packaging, he was not just giving consumers a product, but a tool that could enhance and simplify their daily lives. This was not simply a phone; it was the centerpiece of modern life, crafted to integrate seamlessly into daily routines, whether for work, entertainment, or communication.
3. User Experience: Mastering the Art of Intuition: The genius of the iPhone was not only in its design but in how it worked. Apple’s operating system, iOS, was designed to be intuitive, creating an experience that was simple yet rich with possibilities. Pinch-to-zoom, multi-touch gestures, and a fluid, visually appealing interface made navigating the iPhone feel like second nature. Jobs took the stage and demonstrated the power of this simplicity - he showed audiences, not just told them, how effortless it was to use. By focusing on delivering an exceptional user experience, Apple removed the barriers of complexity that other smartphones suffered from. Jobs knew the secret - people will embrace technology only if it feels effortless. The iPhone was not just another tool; it was an extension of the user’s hand, a natural part of life that invited exploration and interaction.
4. App Store Ecosystem: Creating a World of Possibilities: The introduction of the App Store in 2008 was the real masterstroke. Jobs understood that no single product could meet all the diverse needs of its users. So instead of trying to do it all, Apple opened the door to third-party developers. The App Store allowed others to enhance the iPhone’s capabilities, creating an ever-expanding ecosystem of applications for productivity, entertainment, and connectivity. This move transformed the iPhone from a closed system into an open platform - a device limited only by the creativity of its users. With each new app, the iPhone became more valuable. It was not just a phone but a constantly evolving tool, customized to fit the needs of its owner. The App Store shifted public perception, turning the iPhone into a limitless product that could adapt to every individual’s life.
5. Marketing and Presentation: Jobs as the Visionary: Steve Jobs was more than a CEO; he was a master storyteller. His keynote speeches became legendary, carefully crafted to build anticipation and generate excitement. Jobs didn’t just talk about the iPhone; he showed how it would change the world. His demonstrations were not about features - they were about the experience. Jobs understood that selling a vision was more important than selling a product. Each keynote felt like a revelation, with Jobs painting the iPhone as a breakthrough, not just in technology but in how we live our lives. His presentation style, full of clarity and enthusiasm, made the iPhone feel like a necessity for the modern individual. Jobs turned a tech demo into an emotional journey, and with each word, he wove a narrative of progress, innovation, and personal empowerment.
6. Celebrity Endorsements and Media Coverage: Creating Desire: Apple skillfully leveraged celebrity endorsements and media coverage to build momentum. High-profile individuals - celebrities, musicians, tech moguls - began using the iPhone in public, making it not just a tool but a fashion statement. Positive reviews from influential tech journalists solidified its credibility. This media attention, combined with the allure of celebrity status, elevated the iPhone to iconic status. The iPhone was no longer just a phone; it was a cultural symbol - a device that represented innovation, status, and individuality. Apple had transcended the tech market and entered the realm of lifestyle branding.
7. Carrier Partnerships: Widespread Access: To ensure the iPhone reached as many people as possible, Apple struck strategic partnerships with major mobile carriers, launching the iPhone exclusively with AT&T in the United States. This move ensured that the iPhone was available to a broad audience, with data plans and accessibility that made adoption easier. Jobs understood the importance of distribution, knowing that without availability, the iPhone would never achieve mass-market penetration. This partnership provided widespread access, ensuring that anyone who wanted an iPhone could get one, and helped propel the iPhone into mainstream adoption.
8. Building a Lifestyle Brand: More Than Just Technology: At its core, the iPhone was more than a piece of technology - it was part of Apple’s larger vision. Jobs positioned the iPhone not merely as a smartphone but as a lifestyle accessory. Apple's branding emphasized innovation, creativity, and individuality, appealing to the emotional needs of its customers. The iPhone was a symbol of modernity and sophistication, a device for those who wanted to stand at the forefront of technological progress while also expressing their personal identity. Jobs had successfully aligned the iPhone with self-expression. Owning an iPhone meant more than just owning a device - it meant belonging to a movement. Apple’s marketing turned the iPhone into an essential part of modern life, and its branding redefined what technology could represent in the digital age.

The iPhone was not just another product; it was a revolution in perception and lifestyle.

Steve Jobs understood that the key to success wasn’t simply technological superiority - it was about shifting how people viewed technology itself.

He did not just sell a phone; he sold a new way of living, and through a masterclass in design, storytelling, and vision, he changed the world’s relationship with technology forever.

Commitment #8: “I Am Ready to Wait”

In 1996, WebVan emerged as a bold pioneer, aiming to revolutionize the grocery industry by offering online delivery.

The idea was visionary - shopping for groceries from the comfort of your home, bypassing the physical constraints of brick-and-mortar stores.

Yet, WebVan's ambition ultimately outpaced its timing and execution, leading to one of the most notable failures in dot-com history.

Despite an innovative model, WebVan collapsed by 2001, its bankruptcy serving as a cautionary tale for early tech entrepreneurs. Understanding WebVan's failure reveals the peril of innovation without foresight and scalability.

Why WebVan Failed:

1. Infrastructure Costs: The Trap of Overbuilding: WebVan made a critical error in its aggressive, capital-intensive approach. The company heavily invested in its own warehouses and proprietary delivery infrastructure. This strategy drained resources, creating a heavy financial burden that made sustainable growth impossible. The warehouse-first model, requiring vast upfront investments, shackled the company’s ability to adapt or pivot. It was a case of putting too much faith in an unproven infrastructure. In contrast to WebVan’s assumptions, it would later become evident that scaling without heavy assets - partnering with existing networks - would prove to be a more resilient model.
2. Market Readiness: A Vision Too Early for its Time: In the late 1990s and early 2000s, most consumers were still accustomed to in-person grocery shopping. Internet penetration was limited, and people had not yet fully embraced e-commerce as a viable solution for daily needs. This early period of the internet was dominated by skepticism toward online purchases, especially for perishable goods. WebVan’s concept of online grocery delivery was too novel, and the market wasn’t ready to adopt such a transformative shift in behavior. Their failure to account for the public's reluctance to shop online, especially for something as tactile as groceries, meant that WebVan was, quite literally, ahead of its time. They pushed a product that the world had not yet evolved to need.
3. Logistics and Execution: The Achilles' Heel: A visionary idea without flawless execution is doomed to fail. WebVan struggled with logistics, particularly around inventory management and delivery efficiency. As demand fluctuated, their internal infrastructure couldn’t handle the operational complexities. Their service became marred by delays and errors, leading to poor customer experiences - a death knell in a business reliant on speed and precision. In a model that demands logistical mastery, WebVan’s inability to deliver on its promises eroded customer trust. The costs of fixing these issues only worsened their financial strain, as growing pains became fatal flaws.

By the time Instacart launched in 2012, the landscape had shifted. WebVan’s vision had been ahead of its time, but now, the market was ripe for change.

Unlike its predecessor, Instacart timed its entry into the market perfectly, capitalizing on technological advancements and shifting consumer behavior. Instacart did not repeat WebVan’s mistakes - instead, it took lessons from that failure and built a more adaptable, asset-light model that aligned with the new reality of digital commerce.

Why Instacart Succeeded

1. Smartphone Penetration: The World Had Caught Up: By 2012, smartphones had become ubiquitous - over 80% of Americans owned one. This mobile revolution meant that consumers were already accustomed to using apps for shopping, communication, and entertainment. Instacart leveraged this cultural shift, offering its services through an app that made ordering groceries intuitive and simple. Where WebVan had to fight to change consumer habits, Instacart arrived in a world ready to embrace mobile-driven convenience. The barriers to adoption had fallen, and Instacart capitalized on a market primed for disruption.
2. E-Commerce Acceptance: The Amazon Effect: By the time Instacart launched, Amazon had familiarized consumers with the concept of online shopping. People were comfortable ordering goods online, and the idea of having groceries delivered no longer felt alien or risky. Instacart benefited from this shift in consumer behavior, entering the market at the right moment, when the public was ready to take the leap WebVan had pushed too soon. The success of platforms like Amazon laid the groundwork for Instacart, which didn’t need to overcome the same trust issues WebVan faced.
3. Lean Business Model: The Power of Partnerships: Instacart made a crucial strategic pivot that WebVan had missed: rather than building its own expensive infrastructure, Instacart partnered with existing grocery stores. This allowed the company to scale without heavy capital expenditures, as it could rely on grocery stores’ infrastructure for inventory. Personal shoppers fulfilled orders, giving Instacart flexibility and the ability to adapt quickly. By avoiding the asset-heavy approach of WebVan, Instacart minimized risk and could focus on customer experience and service innovation, all while keeping its operational costs low.
4. The Gig Economy: Harnessing the New Workforce: Instacart thrived in the era of the gig economy. Instead of employing full-time staff, the company used independent contractors as shoppers and delivery drivers. This on-demand labor model allowed them to scale rapidly, flexibly adapting to demand without the overhead costs of a traditional workforce. Where WebVan struggled with logistics and bloated infrastructure, Instacart’s flexible workforce model ensured they could manage fluctuations in demand while maintaining profitability.
5. Data and Technology: A Competitive Edge: Instacart’s success is also tied to its data-driven approach. The company leveraged advanced algorithms and analytics to optimize delivery routes, manage inventory, and personalize customer experiences. Efficient logistics and smart technology allowed Instacart to avoid the operational pitfalls that sank WebVan. With a focus on constant improvement, Instacart's use of data gave them a crucial advantage, helping them maintain operational efficiency and customer satisfaction as they scaled.
6. COVID-19 Pandemic: An Unforeseen Catalyst Although Instacart was already successful before 2020, the COVID-19 pandemic acted as an unexpected catalyst, driving explosive growth. As lockdowns swept the globe, consumers turned to online grocery delivery en masse. What had been a convenient service became a necessity overnight. Instacart’s timing was impeccable, and the sudden surge in demand cemented its dominance in the market. The pandemic highlighted the value of Instacart’s services, making them a crucial player in how people accessed essentials during the crisis. The timing that had eluded WebVan now favored Instacart in the most unexpected way.

WebVan’s collapse serves as a reminder that even the most visionary concepts can fail without the right timing and execution.

Instacart succeeded where WebVan stumbled because it understood the delicate balance between vision and market readiness. By building a flexible, scalable business model aligned with the times, Instacart turned the once-doomed concept of online grocery delivery into a modern necessity.

Commitment #9: “I Am Ready to Fail”

Before Sam Altman became synonymous with the groundbreaking advancements of OpenAI, he first had to navigate the harsh realities of failure with his earlier venture, Loopt.

Launched in 2005, Loopt was a location-based social networking app, innovative in concept but ultimately too early for its time.

Despite raising $30 million, the app failed to gain traction, and the acquisition of Loopt was seen as a disappointment for investors.

Yet, it was this very failure that laid the groundwork for Altman’s future success at OpenAI.

In the world of startups, failure is often the most valuable teacher, and Loopt’s demise provided Altman with lessons that would shape his approach to future ventures, particularly OpenAI.

Why Loopt Failed & OpenAI succeeded:

1. Market Readiness: The Unseen Enemy: When Loopt was launched, the market was not yet ripe for location-based services or mobile social networking. Smartphones were not yet ubiquitous, and the infrastructure for mobile internet could not support widespread adoption of such an app. What Altman encountered was the peril of being too far ahead of the curve. Loopt was offering a product for a future market that had not yet materialized. This experience deeply impacted Altman’s understanding of timing. With OpenAI, he would enter the field of artificial intelligence at exactly the right moment - when both the technology and the appetite for AI innovation were aligned. The AI market was ready to explode, and Altman knew how to time his entry perfectly.
2. Consumer Behavior: The Importance of Understanding Fear: Loopt's concept required users to share their real-time location, but in 2005, this notion raised significant privacy concerns. The average consumer was not ready to embrace such transparency. What Altman learned here was that even the most innovative products will falter if they clash with user comfort or fail to address underlying consumer fears. At OpenAI, Altman applied this lesson by placing a strong emphasis on the ethical implications of AI. He recognized the importance of building trust, particularly when dealing with a technology as powerful and potentially disruptive as AI. OpenAI’s mission became not just to create AI, but to create it safely and transparently, aligning with consumer expectations and societal concerns.
3. Iterative Learning: The Power of Pivoting: Loopt’s failure highlighted the importance of continuous iteration - the need to test, learn, and pivot in response to feedback. Instead of viewing failure as the end, Altman came to understand that startups require constant refinement. The iterative process - adapt, refine, adjust - became central to his philosophy at OpenAI. With OpenAI, this approach was crucial. Altman and his team continuously refined their models, responding to new research and market demands. Their willingness to iterate, to improve without ego, enabled OpenAI to stay ahead of the competition in the rapidly evolving field of artificial intelligence.
4. Networking and Resources: Building the Right Ecosystem: Running Loopt gave Altman access to a vast network of investors, entrepreneurs, and tech experts. These connections would later become critical when he transitioned to OpenAI. Altman learned the value of relationships and the importance of securing the right resources early on. At OpenAI, Altman was able to leverage his connections to attract robust funding and strategic partnerships, ensuring that OpenAI could operate with financial stability and scale rapidly. He built an ecosystem where the brightest minds could collaborate, ensuring that OpenAI remained at the cutting edge of AI research.
5. Identifying a Visionary Market: The Birth of OpenAI: Altman’s experience with Loopt taught him to be more deliberate when choosing the market for his next venture. With OpenAI, he entered the rapidly growing and visionary field of artificial intelligence. The market for AI was primed for innovation, with interest spanning both the tech industry and academia. Unlike Loopt, where the market was not ready, OpenAI was launched into a fertile landscape, with clear demand for breakthroughs in AI. This time, Altman chose a field where the timing was perfect, and the market was eager for innovation. The success of OpenAI can be traced back to this foresight - knowing when to strike.
6. Focus on Ethical and Long-term Goals: Playing the Long Game: At OpenAI, Altman adopted a mission-driven approach, focusing not just on the creation of AI, but on creating it in a way that was safe and ethical. This reflected a deeper, more long-term vision than what was possible with Loopt. OpenAI’s clear ethical stance, emphasizing the transparency and societal impact of AI, resonated with stakeholders and distinguished the organization in a crowded field. Altman understood that a mission with ethical underpinnings could build trust and credibility, ensuring that OpenAI was seen not just as a tech company, but as a steward of future technologies.
7. Strategic Partnerships and Funding: Securing the Right Support: The financial struggles of Loopt taught Altman the importance of robust funding and securing strategic partnerships. At OpenAI, he ensured that the organization was well-funded from the start, attracting high-profile investors and securing the backing needed to attract top talent and invest in cutting-edge research. This financial stability allowed OpenAI to scale effectively and focus on long-term goals without the fear of running out of resources.
8. User-centric Development: Addressing Real Problems: Loopt’s failure was rooted in the fact that it didn’t solve a clear problem for the average user. The experience taught Altman the value of building products that address real, tangible needs. At OpenAI, this became a guiding principle. Products like GPT-3 were developed with clear use cases in mind, from productivity enhancements to driving innovation across various sectors. Altman understood that technology without a user-centered focus would never gain traction. By placing user needs at the forefront, OpenAI created products that had a broad appeal and practical applications.
9. Adapting to Technological Trends: Staying Agile: The rapid advancements in AI technology meant that OpenAI had to remain agile. Altman’s iterative approach, honed during his time with Loopt, enabled OpenAI to continuously refine its models and stay ahead of new research findings and market demands. OpenAI thrived by staying adaptable, ensuring that it could evolve as the field of AI progressed at an unprecedented pace.
10. Leadership and Vision: A Culture of Innovation: Altman’s leadership style was also shaped by his experience with Loopt. At OpenAI, he fostered a culture of innovation, collaboration, and ethical responsibility. He understood that leadership was about vision - not just seeing what was possible, but inspiring others to believe in it. Under Altman’s guidance, OpenAI became a leader in artificial intelligence, pushing boundaries while keeping a clear-eyed view of the ethical implications of its work.

In the end, Loopt’s failure became the catalyst for Altman’s future success. The lessons learned from the missteps of Loopt gave him the insight and clarity needed to create a game-changer like OpenAI.

It was a journey through failure, iteration, and vision that allowed Altman to rise, not just as an entrepreneur, but as a leader in one of the most transformative fields of our time.

The Challenging Path of the Evangelist

Is it possible to succeed even if the market isn't aware of its own needs? 

Yes, but it requires exceptional effort. 

Some founders become their product’s first and best salesperson, natural evangelists who are on a mission to educate the world about their passion. 

They view the lack of market interest as an opportunity to change minds rather than a barrier. 

This path is challenging, expensive, and slow but can lead to loyal, zealous customers and a fulfilling venture. However, one must be committed to the hard work and long journey of creating a market from scratch.