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In order to build a startup, founders need to build products that radically change the current state of their users. The most successful of those tips have been encapsulated in sticky idioms such as “do things that don’t scale” or “get out of the building” Entrepreneur Shani Keynan explains the meaning of the popular saying “Sell painkillers, not vitamins” He says founders tend to underestimate transition costs their users will need to “pay” by switching to their product. The more potent your product is, the better chance you have of transitioning people to use it.
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