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Secrets
#zeroto1
There are many things we don’t yet understand.

​Some may be impossible to figure out. For example, string theory

You can achieve difficult things, but you can’t achieve the impossible.

Business version of contrarian question: what valuable company is nobody building?

Every correct answer is a secret, something hard to do but doable.
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Secrets
Of course, there are many things we don’t yet understand, but some of those things may be impossible to figure out—mysteries rather than secrets. For example, string theory describes the physics of the universe in terms of vibrating one-dimensional objects called “strings.” Is string theory true? You can’t really design experiments to test it. Very few people, if any, could ever understand all its implications. But is that just because it’s difficult? Or is it an impossible mystery? The difference matters. You can achieve difficult things, but you can’t achieve the impossible. Recall the business version of our contrarian question: what valuable company is nobody building? Every correct answer is necessarily a secret: something important and unknown, something hard to do but doable. If there are many secrets left in the world, there are probably many worldchanging companies yet to be started. This chapter will help you think about secrets and how to find them.


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