Go for the Hard Thing
Published on
Brian Armstrong
@brian_armstrong·Jan 11
People generally don't go after their most ambitious ideas. But that's what creates the most value. Plus there's fewer people who play in that space.
Go for the hard thing.
Most people shy away from their boldest ideas because they seem too risky, too complex, or too far-fetched. Brian Armstrong points out that those are actually the ideas worth chasing. The biggest rewards usually come from solving the toughest problems — and there’s far less competition there.
Why the hard thing pays off
- Big problems attract big opportunities and massive impact.
- Fewer people have the guts to try, meaning less competition.
- Even failed attempts teach lessons that easy projects never could.
- Audacious goals inspire better teams, investors, and attention.
Who’s doing it right
SpaceX relentlessly tackles the challenge of reusable rockets, revolutionizing space travel in the process.
Tesla reimagined electric vehicles when it was an industry afterthought, turning a niche idea into a global movement.
OpenAI took on the massive technical challenge of artificial general intelligence and reshaped how people interact with machines.
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