- Human behaviour doesn’t run on objective reality, it’s driven by meaning and context
- Uber is a marvel of psychological invention, not a technological one
- It doesn’t reduce the wait time for a cab, what it does is it reduces the psychological pain of waiting for a cab because you can see that there is a car on the way
- What’s the point of trying to be better than everyone else in a known category, invent a new fringe category and dominate that space instead
- Innovation tends to happen around the edges
- People who are good innovators tend to be happy to go against the grain