Pick Ambitious Ideas, Create Massive Value
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 chase safe, small ideas—things that feel achievable but rarely move the needle. The irony is, the toughest, most ambitious ideas often produce the biggest results. They attract fewer competitors and create long-lasting impact. Going after hard problems is where real value lives.
Why big, audacious ideas win
- Hard problems naturally filter out the competition.
- Massive value comes from solving painful, expensive issues.
- Ambitious projects attract the best talent and investors.
- Doing the hard thing builds reputation and resilience.
Who's putting this into practice
SpaceX aims to make space travel accessible for humanity by tackling the toughest engineering challenges.
OpenAI pursues artificial general intelligence to push the boundaries of human and machine collaboration.
Tesla redefined the automotive industry by betting on electric vehicles when others hesitated.
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