Zero to One Books In Hindi Summary

Zero to One Blake Masters and Peter Thiel Business me har cheez ek hi baar hoti hai.Agla Bill Gates operating system nhi banayega. Agle Lary Page ya Sergey Brin search engine nhi banayenge.Aur agla Mark Zuckerberg social network site nhi banayega. Agar aap in logo ko copy kar rhe hai to aap inse kuch nhi seekh rhe. Ye book Peter Theil ne Blake masters ke saath likhi hai. Peter theil ne Elon musk ke saath paypal bnayi thi jo ki unhone ebay ko 1.5 billion dollars yaani dus hazaar crore rupees me bech di. Aur Peter theil facebook ke sabse pehle investers me se ek hai. The Challenge Of Future Agar aap koi nayi cheez bnate hai to aap zero se one ki taraf jaa rhe hai. Agar aap pehle se hi bani hui cheezo ko improve kar rhe hai to aap one se n ki taraf jaa rhe hai. Jin logo ne baail gaadi se Car banaye, ya car se aeroplane bnaya, ya telephone se mobile bnaya. Ye sab Inhum tanhnalhau panaye, ya car se aeropiane pnaya, ya telephone se mobile bnaya. Ye sab zero se one gaye. Ise hum technology bhi bolte hai. Lekin agar app ek type writer lete hai aur 1000 typewriters duniya me bech dete hai to aapito Njaa rhe ho. Yaani aapne typewriter ki globalization ki.China ek practical example hai globalization ka. Jiska kaam hai developed world ki har successful cheez ko copy karna. Peter Theil kehte hai ki aap apne liye successful business o to 1 jaa kar bna sakte ho. Yaani ek unique idea ko le kar Bhut bade business ke liye ye karna mushkil hai kyunki ek successful business me kuch naya karna unke liye risky hai. Lekin akela insaan bhi 0 se 1 tak nhi jaa sakta. Ye sirf STARTUPS kar sakte hai. Peter kehte hai startup ek aise logo ka group hai jinhe aap convince kar sakte hai naya future bnane ke liye. Aur ek startup ki sabse badi strength uski sabse alag soch hoti hai. Aur aage is audio me hum dekhenge ki successful startup kis foundation ke saath khola jaata hai. ALL HAPPY COMPANIES ARE ALL HAPPY COMPANIES ARE DIFFERENT Agar aapko ek startup kholna hai to aapme conventional thinking se opposite sochne ki kshamta honi chahiye. Ek sawal jo hame hamesha apne aap se puchna hai vo hai “AISE KAUNSI VALUABLE COMPANY HAI JO KOI BHI NHI KHOL RHA?” Ye sawaal jitna mushkil lag rha hai ye us se kahi zaada mushkil hai. Kyunki ho sakta hai ki aap apne customer ke liye bhut zaada value provide kar rhe ho lekin aap khud us value ko capture na kar раао. Kyunki value create karna aur value capture karna 2 alag alag baate hai. Udharan ke taur pe, U.S. ke airline business apne passengers ko har saal billions ki value provide karte hai. Lekin 2012 me, jab ek airplane ki ticket lag bhag $178 thi isme se har passenger par airlines ne sirf 37 cents kamaaye. Aur 2012 me airlines ne 160 billion dollars ka business kiya tha ab agar aap ise google ke saath compare kare to google ne sirf 50 billion ka business kiya tha lekin phir bhi 21% ka profit kamaya, jo ki saath compare kare to google ne sirf 50 billion ka business kiya tha lekin phir bhi 21% ka profit kamaya, jo ki airline business ke profit margin se 100 times tha. Agar aap saari airline business industries ko mila bhi de to bhi google ne us saal sab se 3 times zaada kamaya tha. Ye isiliye hai kyunki saare airline business ek dusre se compete karte hai lekin google ek monopoly create karke apne ko sabse alag rakhta hai. Ek perfet competition me har company ek sure ki copy karti hai, same products bnati hai. Aur isiliye unhe apne products us keemat par bechne padte hai jo market me bikega. Agar aisi market me profit ho rha ho to nayi firm aayegi aur product ke prices ko aur kam daamo me beech degi. Aur agar bhut saari firm in competitive market me aa jaati hai to vo prices aur kam ho jayenge. Ek perfect competition me koi bhi profit nhi kamaata. Lekin ek monopoly business mein, monopoly, market me complete control rakhti hai. Kyunki inke paas koi competition nahi hai isiliye ye maximum profit kamaate hai control rakhti hai. Kyunki inke paas koi competition nahi hai isiliye ye maximum profit kamaate hai. Monopoly apne aap ko bachane ke liye hamesha jhooth bolti. Agar koi company apni monopoly ko accept karti hai to iska matlab hai vo market ka maximum profit earn kar rhe hai aur isiliye government agency unpar regulations laga dengi. Agar hum google ki bat kare to google kabhi bhi apne ko monopoly nhi bolti. Agar google apne ko sirf ek search engine bole to government use monopoly samjhegi. Kyunki 2014 me saari searches ke mukaable google me 68% searches hui hai. Google ke closest competitors Mircrosoft ke Bing me sirf 19% aur Yahoo me 10% searches hui. Itna hi nahi ab google OXFORD ENGLISH DICTIONARY me enter kiya jaa chukka hai as a VERB. Lekin agar google apne aap ko ek advertising company bole to..? U.S. ki search advertising market hai $17 billion. Aur U.S. ki puri advertising market hai $150 billion.Aur puri duniva ek $495 billion ki advertising market hai $150 billion.Aur puri duniya ek $495 billion ki advertising market hai. Aur ab google apne ko itne competitive world me ek chotta sa player bol sakta hai jaha par uska martek share ab sirf 3.4% hai. Lekin Ek non-monopoly company bhi jhuth bolti hai taaki vo apne ko alag bata sake. Maan lijiye aap ek restraunt ka business khol rhe hai. To aap bol sakte hai ki ye “KOI BHI NHI KAR RHA.” Hum to ek north INDIA me SOUTH INDIAN restraunt hai. Lekin aise jhooth hum apne aap se ya apne investors se bolte hai. Kyunki hum ek competitive market me hai aur ek monopoly nhi ban sakte. Lekin sawaal ye hai ki hame apne startup ko ek monopoly ki tarah kholna chahiye ya phir ek competitive environment mein? Agar ek startup apni market me monopoly create kar sakta hai to ye uske liye sabse zaada fayedemand hai. Agar hum google ki baat kare to use competition ki koi chinta nhi hai. Vo apne workers ki chinta kar sakta hai, apne products ko improve kar sakta hai, Innovation ar sakta hai aur Lekin Ek non-monopoly company bhi jhuth bolti hai taaki vo apne ko alag bata sake. Maan lijiye aap ek restraunt ka business khol rhe hai. To aap bol sakte hai ki ye “KOI BHI NHI KAR RHA.” Hum to ek north INDIA me SOUTH INDIAN restraunt hai. Lekin aise jhooth hum apne aap se ya apne investors se bolte hai. Kyunki hum ek competitive market me hai aur ek monopoly nhi ban sakte. Lekin sawaal ye hai ki hame apne startup ko ek monopoly ki tarah kholna chahiye ya phir ek competitive environment mein? Agar ek startup apni market me monopoly create kar sakta hai to ye uske liye sabse zaada fayedemand hai. Agar hum google ki baat kare to use competition ki koi chinta nhi hai. Vo apne workers ki chinta kar sakta hai, apne products ko improve kar sakta hai, Innovation ar sakta hai aur puri duniyame impact daal sakta hai. Lekin aisa karna competitive market me bilkul possible nhi hai. Zero to One Blake Masters and Peter Thiel The Ideology of Competition Ek monopoly me naye products bante hai jo ki uske owner ko lagataar profit kama kar dete hai. Jabki competition me profit bhut hi kam hota hai jaha par company ke owners ko apna business sustain karne ke liye bhi struggle karna padta hai. Hum jitna ek dusre se compete karenge hume utna hi nuksaan hoga. Lekin haraini ki baat ye hai ki hamara education system bhi isi theory par chalta hai. Marks ek student ko dusre student ke saath compete karne ke liye majboor karte hai. Hum har student ko same cheez padhate hai. Jo student is conventional system me aage bad jaata hai hum use society me respect dete hai. Lekin yehi student phir se apne career me ek dusre ke saath compete karne lag jaate hai. Aur bhaut hi kam log apni life me kuch meaning ful kar paate hai. Datarhatata hailinh. Peter batate hai ki unhone apne career ki shurvaat bhi kuch isi tareeke se kari thi. Vo padne me bhut tez the. Itne tez ki 8th grade me hi unke dost ne unhe bol diya tha ki chaar saal ke baad teri admission STANFORD me ho jaayegi. Aur aisa hi hua unhone Stanford law school me admission le li aur waha par bhi baaki students ke saath compete karne lag gaye. Aur unka ab final goal Supreme court me jaana reh gaya tha. Vo is last competition me reh gaye. Lekin peter bolte hai ki agar mein vo last battle jeet jata to aaj mein aur logo ke liye unki business deals bna rha hota. Lein jab unhone apni company paypal start kari to vo logo ke saath compete nhi karna chahte the. Balki kuch different karna chahte the, zero to one janna chahte the. Unka aur unki team ka sapna tha ki vo paiso ko emails ke through transfer karvaaye. 1999 me paise ek jagah se dusri jagah transfer karna ek bhaut badi problem thi. Aur vo sab isko solve karna chahte the. Aur unhone isi mentality ki vajah se $1.5 billion dollar ki company bhi bna di. LAST MOVER ADVANTAGE Jo competition se bachta hai vo hi monopoly create kar sakta hai. Agar aap New York times ko twitter ke saath compare karoge to in dono ke paas kayi hazaar employee hai, aur ye dono ka main maksad hai logo tak news pahunchana. Lekin jab 2013 me Twitter public hua to iski keemat $24 billion lagayi jaa rhi thi, joki New York Times se 12 times zaada thi. 2012 me New York Times ne $133 million dollars kamaye the jabki twitter loss me tha. Ye ek bevkoofi lag sakti hai aur hum puch sakte hai ki asa kyu hua. To Iska jawaab hai cash flow. Kisi bhi company ki aaj ki kimat is baat par depend karti hai ki vo kal kitne paise kamaayegi. Aapne logo ko ye kehte hue to zarur suna hoga ki “FIRST MOVER KO BHUT ADVATAGE HOTA HAI”,”agar aap sabse pehle business kholo to aap market ka ek bada share le sakte ho”. Lekin Peter bolte hai ki LAST MOVER ADVANTAGE AUR BHI BADA HAI. Aap baaki sabke products ko dekh kek aisa product bnao jo ILIV. Ir vuur JUNI MUUUU ko dekh kek aisa product bnaojo monopoly create kar de aur aapko copy karna bhaut mushkil ho jaaye. Tab hi aap ek entry barrier create kar sakte ho aur ek MONOPOLY KA MAZZA UTHA SAKTE HO. Magar ab sawaal ye aata hai ki monopoly business me kya-kya khaas baate hoti hai? Monopoly business me ye chaar cheeze dekhi ja sakti hai:- 1) Proprietary technology:- Agar aap aisa product bna dete hai jise copy karna dusre ke liye bhaut mishkil ho jaaye to aap ek monopoly create kar sakte hai. Iske liye aapko kam se kam existing technology ko 10 guna improve karna hoga. Isse kam improvement ek chotti improvement hi maani jayegi aur easily copy bhi ijaa sakti hai. Jab 1995 me amazon launch hua tha tab vo duniya ka sanbe bada bookstore mana jaata tha. Kyunki agar aap use kisi aur book store ke saath compare kare to zaada se zaada vo 1 lakh different books apne pass rakh sakta tha. Lekin amazon sirf supplier se books 3) Economies of scale:- Ek bhut hi strong monopoly business create kiya jaa sata hai agar aap apne busiess ko scale kar sake. Service business ko scale karna bhut mushkil hai. Maan lijiye ki aap yoga classes dete hai to aap limited customers ko hi serve kar payenge chahe aap zaada yoga instructers ko hire bhi kar le. Apne zaada institutes bhi khol le. Software start-ups ko ye advantage hai ki vo apna business bht jaldi scale kar sakte hai. Kyunki software ki ek aur copy bnane aur use bechne le liye almost zero cost lagegi. 4) Branding:-Ek strong famous brand create karna aapko monopoly create karne me madat kar sakta hai. Apple bhut hi carefully apne har product ke liye material khreedta hai chahe vo iphone ho ya ipad. Inke products customers ko itne acha user experience deta hai ki log maan ke chalet hai ki apple Brand ka har product acha hi Hoga. A < Zero to One Blake Masters and Peter Thiel Ab sawaal ye aata hai ki kya monopoly business ko create karne ka koi process hai. Brand,scale,technology aur network effects ke ellava jab bhi aap startup khole to market ko analyze karke khole aur phir vaha se apna business expand karna shuru kare. Step one:-Chotte se shuru karo aur phir monopoly bna lo. Aapko hamesha business chotti market se shuru karna hai. Karan simple hai, ek chotti market ko kabu karna aur usme monopoly create karna aasan hai. Lekin badi market me ye sab karna mushkil hai kyu ki koi bhi bada player aapko apni existing market me ye nhi karne dega. Jab peter theil ne paypal ka startup start kiya tha to har market me e-wallet ka concept lane ke bajaye ebay ke existing sellers ko apna product offer kiya. Kyunki ye log paise cheque se pay karte the jiski processing ke liye bhut time laninata tha ALI LAULivamarlat alignments, aadhi luck ,aadhi sahi timings aur baaki mehnat” ko dete hai. Bill gates bolte hai ki vo “Skills ke saath paida hue the” jinki madat se vo ye sab kar paaye. Ab ye saare log strategically humble ho rhe hai. Agar ye sach hai to jo log ek ke baad ek successful business bna dete hai use hum kya kahenge “LUCK YA SKILL”. Lekin kya ye debate logically discuss ki ja sakti hai? Shayad nhi!! Agar hume scientifically check karna ho ki Facebook luck ki vajah se succeed kari ya Skill ki vajah se to 2004 me jab facebook launch hua tha tab hame facebook ki 1000 copies banake 1000 world me chalani padni thi. Magar ye experiment kiya nhi ja sakta kyunki hamare paas 1000 world nhi hai. Aur statistics 1 sample me kaam nhi karti. Lekin agar hum apple ke founder steve jobs ki baat kare ya twitter ke founder Jack Dorsey ki baat kare ya phir Tesla aur SpaceX ke founder Elon Misk ki baat kare. In sab ne ek ke baad ek successful company kholi hai. YE LUCK TO BILKUL NHI HAI. hai. YE LUCK TO BILKUL NHI HAI. Itna hi nhi agar aap puri paypal ki team ki baat kare to vo puri team hi bhaut focused logo ki thi aur sabne pay pal ke baad apni khud ki successful companies kholi. Paypal ki team me Elon Musk ne SpaceX aur Tesla motors bnai. Reid Hoffman ne LinkedIn Steve Chen, Chad Hurley, and Jawed Karim ne milke YouTube bnai Jeremy Stoppelman aur Russel Simmons ne Yelp bnai David Sacks ne Yammer bnai aur Peter Thiel ne Palantir bnai. Aaj inme se har ek companies ki individual worth 1 Billion dollar se zaada hai. To aisa to nhi ho sakta ki ek best team ke saare members ek saath lucky ho gaye. Aur agar aap phir bhi LUCK par vishwaas karte ho to ye audio ko sun ne ka koi reason hai hi nhi. Phir to ye aap ke liye aisa hai ki aap logo ke lotteries jitney ki kahaniya sun rhe ho. Bas ek baad yaad rakhiye ki agar aap ye maanenge ki success skill se milti hai to aap uske liye mehnat karenge Reid Hoffman ne LinkedIn Steve Chen, Chad Hurley, and Jawed Karim ne milke YouTube bnai Jeremy Stoppelman aur Russel Simmons ne Yelp bnai David Sacks ne Yammer bnai aur Peter Thiel ne Palantir bnai. Aaj inme se har ek companies ki individual worth 1 Billion dollar se zaada hai. To aisa to nhi ho sakta ki ek best team ke saare members ek saath lucky ho gaye. Aur agar aap phir bhi LUCK par vishwaas karte ho to ye audio ko sun ne ka koi reason hai hi nhi. Phir to ye aap ke liye aisa hai ki aap logo ke lotteries jitney ki kahaniya sun rhe ho. Bas ek baad yaad rakhiye ki agar aap ye maanenge ki success skill se milti hai to aap uske liye mehnat karenge aur apna future shape kar sakenge. Lekin agar aap future ko ek LUCK ke roop me manenge to aap kabhi bhi hard work nhi karenge aur haar maanke baith jayenge. Zero to One Blake Masters and Peter Thiel SECRETS Agar hum sochte hai ki hum duniya ko samajhte hai aur hume sab pata hai to hum zero se one tak nhi jaa sakte. Peter kehte hai ki duniya me 3 tareke ke ideas hai. Pehle conventional, jo sabko pata hai aur sab un baato ko maante hai. Agar aap in ideas pe kaam karoge to aap ek monopoly business nhi bna paooge. Jaise ki agar aap 18th century me hote to aap bol sakte the ki mujhe duniya ki khoj karni hai mujhe dekhna hai ki samundra ke us paar kya hai. Aur shayad aapko koi naya desh mil jaata. Lekin agar aaj aap is khoj pe nikalte ho to aapko kuch naya nhi milega. Kyunki pura earth plot ho chukka hai. Dusre ideas hai jinhe hum mysteries bolte hai aur unhe solve karna bhaut hi mushkil hai. Jaise ki scientist universe ko samjhaane ke liye String theory ka istamaal kar rhe hai. Lekin hum is par koi experiment nhi kar aalta aurinaaakunlearna almart hum is par koi experiment nhi kar sakte aur ise solve karna almost impossible hai. Aise ideas par bhi kaam karna bevkoofi hai. Teesre ideas aate hai jo conventional ideas aur mysteries ke beech ke ideas hai. Inhe author SECRETS bolte hai. Secrets vo idea hai jo common logo ko itni jaldi samajh nhi aate lekin unhe samajhna impossible bhi nhi hai. Agar ham eek zero to one business banana hai to hume SECRETS DHUNDNE HONGE. LEKIN AB SAWAAL YE AATA HAI KI LOG SECRETS KO KYU NHI DHUDTE? Pehla karaan hai hamari incremantalism mentality jo bachpan se hi program ki hui hai. Agar aap apne school me kuch naya karte hai, kuch syllabus se bahar karte hai to aapko uska koi benefit nhi milta lekin agar aap vohi karte hai jo syllabus me hai to aapko credit diya jaata hai taareef hoti hai. In karano ki vajah se log aage bhi apni life me kuch naya nhi dekhte. Dusra aata hai risk aversion. Log galat hone se darte hai. Kyunki secrets abhi aam janta ne apnaye nhi hai isiliye nni geknte. Dusra aata hai risk aversion. Log galat hone se darte hai. Kyunki secrets abhi aam janta ne apnaye nhi hai isiliye unpe kaam karne se log darte hai. Agar aap risk lene se darte hai to aap kabhi secrets nhi dhund paayenge. Teesra aata hai complacency.Tez dimaag vale log jab college join karte hai to uhe bola jaata hai ki “aap is prestigious college me aa chuke hai ab aapki life set hai”. Aur is vajah se jo log secrets ko dhund sakte the vo secret ko kabhi dhundne ki koshish hi nhi karte. Chautha aata hai flatnessness. Hum log apne se puchte hai ki agar secrets hote to baaki log jo humse zaada intelligent hai, mehanti hai, vo hi in secrets ko kyu nhi dhund lete. Aur unpar kaam karne lag jaate. Is doubt ki vajah se log secrets ko dhundne ki koshish bhi nhi karte. SECRETS KO KAISE DHUNDE Agar aap ek unique company kholna chahtehai to hamesha apne se do sawaal puchne zaroori hai. 1) Nature aapko kya secrets nhi bata rhi? SECRETS KO KAISE DHUNDE Agar aap ek unique company kholna chahtehai to hamesha apne se do sawaal puchne zaroori hai. 1) Nature aapko kya secrets nhi bata rhi? 2) Log aapko kya secrets nhi bata rhe?? Peter batate hai ki physics ke PhD’s ke saath kaam karna bhaut mushkil hai. Kyunki ye log nature ke saare basic principles jaante hai. Isiliye ye sochte hai ki inhe sab kuch pata hai. Lekin kya jise electromagnetic theory pata hai kya vo ek acha marriage counsellor bhi hoga? Vaise hi jise gravity ke bare me knowledge hai kya vo acha businessman bhi hoga? Paypal ke liye Peter ne ek baar physics PhD ka interview liya. Interview ke beech me usne Peter ko kaha “RUKO, MUJHE PATA HAI TUM MUJHSE KYA PUCHNE WALE HO”. Aur use actual me vo cheez nhi pata thi. Aur Peter ne use usi waqt reject kar diya. Aap secrets waha par dhundo jaha par unhe koi bhi nhi dhund rha. Zaada tar log secrets ko wahi par unhe koi bhi nhi dhund rha. Zaada tar log secrets ko wahi dhundte hai jo unhe school/colleges me padhaya jaata hai. Lekin aap apne se pucho “Aise kaunsi fields hai jo matter karti hai lekin college ya schools me padhai nhi jaati?”. For example, agar hum physics me secrets dhunde, to physics har college me padhai jaati hai is field me aapko secret dhundne me mushkil hogi. Lekin agar aap physics ke opposite subject astrology ko dekho to ye subject logo ko utni value nhi provide kar sakta. Lekin agar hum nutrition ko dekhe to, Nutriton sabhi ke liye matter karta hai. Aut top scientists physics jaise subject chose karte hai na ki nutrition. Hume aaj bhi nutrition me vohi pata hai jo 30-40 saal pehle pata tha. Aise subjects me aapko secrets milne ki sumbhavana zaada ho jaati hai. JAB AAPKO SECRETS MILJAAYE TO KYA KARE? Peter kehte hai ki Jab aapko koi naya secret mil jaata hai to aapke pass do Zero to One Blake Masters and Peter Thiel Foundations Peter ek baat hamesha kehte hai jise unke logo ne Theils law kehna shuru kar diya hai. Ek aisa startup jiski foundation shuru se hi kharaab ho jaaye use theek karna bhaut kathin hai. Shuru ki galtiyo ko sudharna bhut mushkil hai jaise ki agar aap ek galat partner ke saath business shuru kar dete hai to use sudharna bhut hi mushkil hai. Startup ka founder hone ke naate aapka farz hai ki aap shuru me har cheez ko perfect rakhe kyunki ek kharaab foundation se best companies nhi banti. Ek co-founder ko chose karna ek shaadi ki tarah hai. Aur aapka aapke partner ke saath koi bhi mat-bhed ek divorce ki tarah hai. Peter batae hai ki Luke jo ki pay-pal me peter ke cofounder the, ek smart businessman the. Lekin pay-pal ban ne se pehle Luke ne kisi aur ke saat ek startup khola tha. Jisme Datarnainunat nhilaratha Lola Agar aap chahte hai ki aapke log pure tareeke se aapke saath committed ho to aapko unhe pure tareeke se compensate karna padega.Peter batate hai ki jab bhi koi businessman unko apni company me invest karne ke liye bolte hai to peter unse hamesha ek sawaal puchte hai. “Ki vo khud ko kitni salary dega”. Jis company ka CEO apne ko kam salary deta hai us company ke success ke future me succeed hone ke chances bhaut bad jaate hai. Low paying CEO apni company ke liye ek standard bhi rakhta hai ye jataake ki vo apni company ke liye kitna committed hai. Aaron Leve, jo BOX company ke CEO hai, apne ko sab employees se kam salary dete hai, BOX company ko 4 saal shuru karne ke baavjood vo ek kamre me rehte the jisme bed ke elava kuch bhi nhi tha. Startups ko shuru me apne employees ko high salaries dene ki zaroorat nhi hai kyunki vo unhe kuch better de sakte hai. Aut vo hai apni company me ownership. Lekin ki zaroorat nhi hai kyunki vo unhe kuch better de sakte hai. Aut vo hai apni company me ownership. Lekin jab bhi aap kisi ko apni compay me equity de to use bhut samajhdaari ke saath distribute kare. Kyunki har aadmi ke paas unique talent hai aur use usi ke hisaab se equity milni chahiye. As a rule jo log shuru me startup join karte hai unhe zaada equity milti hai kyun ki vo zaada risk lete hai. For example, 2005 me ek Artist jisne facebook ke office ko paint kiya tha aaj uski net worth $200 million hai jab ki ek talented engineer jisne 2010 me facebook joint kiya tha uski net worth sirf $2 million hai. Peter ye bhi batate hai ki kiske paas kitni equity hai ye company ke founders ko secret rakhna chahiye. Agar aap ane employees ko sabki equity bata dete hai to ye khud ki company mein hi nuclear bomb fainkne jaisa hai. Zero to One Blake Masters and Peter Thiel Agar aap naye product bna dete ho to kya koi use khareedega? Zaada tar log sales ko underestimate karte hai. Technical log advertising ko useless samajhte hai. Lekin advertising important hai kyun ki vo kaam karti hai. Kayi log ye sochte hai ki advertising se unke decisions par koi asar nhi padta. Lekin advertising aap ko usi waqt product khareedne ke liye majboor nhi karti balki vo aapke deemag me ek impression create kar dete hai jiski vahaj se hum baad me vo product khareedte hai. Jo bhi startup ke founder is simple fact ko samajh nhi paate vo end me bhaut pachtate hai. Nerds jab bhi kisi sales paerson ko dekhte hai to vo sochte hai ki ye koi real job nhi hai. Kyunki sales person ghanto tak phone me baate karta hai, customers ke saath hasta hai, unke saath holidays par jaata hai, lunch karta hai. Aur ye to koi serious kaam nhi hai. Lekin yehi ek salesman la aut hailinmann kaam nhi hai. Lekin yehi ek salesman ka art hai ki vo apne is art se sales ko aasan bna deta hai hai. Jo bhi engineer ye sochta hai ki vo itna acha product banayega ki vo apne aap hi bik jayega. To vo khud ka bevkoof bna rha hai. Hame apna product bnate ho distribution ka khaas khyaal rakhna chahiye. Balki product bnate samay hi sales ki strategy saath me design karni chahiye. Sales ko price ke according 5category me banya ja sakta hai. 1) Complex sales:- Aagar aapki company aise service deliver karti hai ki uski keemat $10 million dollar ke aas paas hai to aapko apne customers ko khud hi deal karna padega. Mahino unke saath apne relation ship banana padenge. Aise companies ko 2-3 saal me sirf ek hi sale chahiye hoti hai. Jaise ki Elon Musk ne rockets banae ke kuch hi saal ke baad NASA ke saath contract sign kar liya. 2) Personal sales:- Agar aapka sanaan 2) Personal sales:- Agar aapka product ka price $10,000 se $100,000 ke aas paas hai to aap sales team rakh sakte ho. Aapko is price range me ye challenge rahega ki aap apni shurwati sales kaise karvaaye. 2008 me Box company ne data ko secure tareeke se cloud me save karne ka ek software tayaar kiya. Lekin us waqt is technology me bhaut hi kam log interested the. Is company ne sabse pehle un chuninda logo ko apna ustoer bnaya jo file sharing ki problems se dukhi ho gaye the. Aur product thoda famous ho jaane par 2009 me Stanford sleep clinic ko apne customer bnaya gaya jaha par researcher ko apna research data safe karne me dikat aa rhi thi. Agar BOX shuru se hi bade logo ko apna customer banana ke liye effort karta to ab tak ye startup ek failure ban chu ho Lekin apni sales ki starategy se aaj vo multi-million dollar company hai. 3) Dead Zone:- Agar aapke product ki price range $1000 Rs kea as paas hai to aap dead zone ki cateogary me aate ho jaha par sales karna 3) Dead Zone:- Agar aapke product ki price range $1000 Rs kea as paas hai to aap dead zone ki cateogary me aate ho jaha par sales karna sabse mushkil hai. Maan lijiye ki aap ek software tayaar karte ho jo ki chotte store owners ko unke orders aur products ko manage karne me madat kar sakta hai. Lekin aapke paas aise customers tak pahuncha ek bada challenge hai. Advertising ek inefficient tareeka hai kisi customer ko convince karne ka ki vo aapko software ke liye $1000 dollar de. Iske liye aapko har customer ko personal attention dene padegi. Lekin itni badi sales team rakhna bhi ek challenge hai. Isiiye hume in price ranges wale products ko thoda avoid karna chahiye. 4) Marketing and Advertising:- Agar aapke products ka price $100 dollar kea as paas hai. To aise sales team jo personaaly customers ke paas jaye aapke liye inefficient saabit hogi. Proctor and Gamble apne detergent bechne ke liye door to door campaign nhi karta. In products ke live TV commercials nocnaars hai. Isiiye hume in price ranges wale products ko thoda avoid karna chahiye. 4) Marketing and Advertising:- Agar aapke products ka price $100 dollar kea as paas hai. To aise sales team jo personaaly customers ke paas jaye aapke liye inefficient saabit hogi. Proctor and Gamble apne detergent bechne ke liye door to door campaign nhi karta. In products ke liye TV commercials, nespaers advertisement aur apne product ke box ki designing bhut ache dhang se karni chahiye. 5) Viral marketing:- Agar aapke product ka price $1 dollar ke aas-paas hai to aapko viral marketing ki zaroorat hai. Viral marketing me aapka existing customer apne dosto ko bhi aapka product use karne ke liye convince karta hai. Funny Youtube videos jisse bhuat jaldi share kiya jaata hai viral marketing ka example hai. bhi maloom hai? 6. The Durability question:-Kya aapapna business 10-20 saalo baad bhi kar rhe honge? 7. The secret question:- Kya aap aise opportunity dhoond chuke hojo baaki miss kar rhe hai? Jab tak aapke paas in sawaalo me se kam se kam 5 ya 6 sawaalo ka jawaab “HAA” nhi hai. Tab tak aapka business me bhaut dikate aaengi. Peter batate hai ki Tesla motors aise ek company hai jo in saat ke saat sawalo par khari uttarti hai? Pehla sawaal:- Kya aap market me aisa product laa sakte ho jo existing products se 10X acha hai? Answer :- Tesla ki technology itni achi hai ki baaki car ki companies un par nirbhar hai jaise ki Mercedes-Benz tesla ki powertrain ko use karti hai, Toyota Tesla motor ka istemaal karti hai aur Daimler tesla ke battery packs ko use karti hai. All Done? Finished use kalli Lidl, Toyold Tesld TTIOLOI Kd istemaal karti hai aur Daimler tesla ke battery packs ko use karti hai. Dusra sawaal:- Kya ye sahi time hai is tarah ka business banana ke liye? Answer:-2009 me USA me sab soch rhe the ki electric cars jaise clean technology ke liye government hamesha subsidy deti rahegi. Lekin Tesla ne ise one time opportunity ke roop me dekha aur Government se $465 million ki subsidy le li. Iske 1.5 saal baad hi 2010 me Obama sarkaar me logo ne in subsidy ko politicise kar diya aur subsidy band hogyi. Zara imagine kijiye half billion dollar subsidy me. Teesra sawaal:- Kya aap chotti market ke bade share se start kar rhe ho? Answer:- Tesla ne sabse pehle costly electric cars banaye. Aur ye car bade bade actors ko bechi gayi. Shuru me tesla ne sirf 3000 cars hi bechi. Lekin inse research ke paise mil gaye uske haad Tecla ne middle clacc loan ko All Done? Finished LEJID TE JILL JVVV vai HIL WELLI. LENILI inse research ke paise mil gaye uske baad Tesla ne middle class logo ke liye market mein Sedan cars le kea aye. Aur 2013 me 20,000 cars bechi. Aaj Tesla electric cars me sabse aage hai. Chautha sawaal:- Kya aapke paas sahi team hai? Answer:- Tesla ke CEO Elon Musk ek bhut hi ache engineers aur salesman hai. Aur unki team bhi unki tarah hi perfect hai. Elon kehte hai ki Tesla ki team special forces ki tarah hai, agar aap tesla me aate ho to aap bakiyo se 4 kadam aage ho. Panchva sawaall:-Kya aapke paas apne product ko banana ke saath saath use bechne ka tareeka bhi maloom hai? Answer:- Tesla apni sales ko bhut seriously dekhte hai. Jaha par Hyundai aur Ford jaisi companies car to khud bnati hai lekin sales ke live dusro par nirbhar rehti hai All Done? Finished Cdl LO KIUu undul lidl lekin Sales ke liye dusro par nirbhar rehti hai. Vahi par Tesla apni cars apne hi stores me bechti hai. Is se unhone jo scustomers ke saath apna relation bnaya hai use dominate karna bhut hi mushkil hai. Chatta sawaal:-Kya aap apna business 10-20 saalo baad bhi kar rhe honge? Answers:- Jis rate se tesla electric cars me inprovements kar rhi hai use beat karna kisi bhi company ke liye bhaut hi mushkil hai. Electric cars me customers tesla ko hi prefer karte hai. Aise companies bhaut lambe samay tak market memonoply bna ke rakhti hai. Saatva Sawaal:- Kya aap aise opportunity dhoond chuke hojo baaki miss kar rhe hai? Answer:- Tesla jaanta tha ki bade log electric cars me safar karna ek status symbol maate hai. Is se log ye hhi camaihta hai ki electric care ko All Done? Finished Answers:- JIS rate se tesia electric cars me inprovements kar rhi hai use beat karna kisi bhi company ke liye bhaut hi mushkil hai. Electric cars me customers tesla ko hi prefer karte hai. Aise companies bhaut lambe samay tak market memonoply bna ke rakhti hai. Saatva Sawaal:- kya aap aise opportunity dhoond chuke hojo baaki miss kar rhe hai? Answer:- Tesla jaanta tha ki bade log electric cars me safar karna ek status symbol maate hai. Is se log ye bhi samajhte hai ki electric cars ke owners environment ko clean rakhna chahte hai. Isi secret ko le ke Tesla ne mehangi aur stylish cars bnayi. Aur in ke shurvaati customers me Titanic ke hero Leonardo Decaprio bhi shaamil hai. All Done? Finished

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