Mathematically there is a larger infinity between zero to one than one to infinity (Cantor’s Diagonal Argument).

For startups this feels true too. An immense journey from an itch to idea to plan to product, and every step after, to get that first real customer: someone unknown who purchased, loved, and talked about your product.

Our idea arrived fully formed like a lightning bolt to the mind. Brakes on, pull over, phone on record to capture it whole. We were electrified, enervated, and inspired enough to try.

As startups we seek to reproduce an idea as a product; to bottle an awe-inspiring lightning bolt so people can grasp it.

As innovators we play with the idea to realise its potential but we must never forget the destination.

Sooner than later, we must get to One.