- Don’t start a company in an ebbing tide. (Find an unmet need rather than one that's being met)
- Don’t do something you know 20 other startups are already doing. (Most of these 20 will be losers.)
- Don’t think too small. (You’re more likely than not to fail, so if you’re taking a big risk, shoot for a big reward.)
- Don’t think too big. (Focus on something close enough in that you can see the path from here to there.)
- Don’t build a product without a distribution plan. (When you pick from among multiple ideas, try to target something that has a ready-made channel.)
As Chung notes, rules are made to be broken, but these rules will keep you away from common sources of startup failure.