For Elad Gil, an important lesson for aspiring founders and investors alike is that nonobvious markets can lead to hypergrowth, but they’re hard to spot in the moment. The trick lies in finding what bucks conventional wisdom before anyone else and scaling that unlikely idea into a high-growth company — something Gil is very familiar with.
In his roles as an operator and angel investor, Gil has watched, led or advised numerous companies as they’ve scaled dramatically on the heels of a nonobvious idea. Relying on his experiences getting in on the ground floor of some of today’s biggest startups, Gil has distilled four principles to help potential founders, employees and investors uncover the nonobvious opportunities that others are overlooking. In this exclusive interview, he walks through each of these tools, explaining why he believes market trumps all and how to identify the three types of market structures worth pursuing.
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