Type 1 versus Type 2 Proof

Happy St Patrick’s Day, everyone. Today, we’re going to talk about proof, and two different kinds of proof that startups tend to face yet not fully appreciate. I’ll be discussing two types of startup models – which I’ll call Type 1 Behaviour and Type 2 Behaviour models – and why they bear distinct burdens of proof that are quite different from one another. A Type 1 behaviour model centers on consumer behaviour that already exists. Companies following this model build a product that makes this behaviour easier, better, cheaper, faster,… Read more Type 1 versus Type 2 Proof →