The Secret to Startup Success: It’s Not About Being Amazon, It’s About Starting Like Amazon

Entrepreneurs can learn a lot from one of the most successful companies in history. Just make sure to learn the right lessons.

“‘m building Amazon for the travel industry,” an entrepreneur told me as we sipped coffees.

He was in his early 20s, and, technically, he didn’t say he was building Amazon for the travel industry. His vision involves a completely different industry, but he’s still working on his startup, so I don’t want him to see this article and accuse me of sharing his idea with the world.

Instead, let’s pretend he said he’s building for the travel industry because the specific industry doesn’t matter nearly as much as the fundamental mistake he’s making in his approach to building startups. It’s a mistake nearly every new entrepreneur makes, and it’s what causes most of their first companies to fail.

“What do you mean by ‘Amazon for the travel industry?” I asked.

“There’s no centralized place to buy everything,” he explained. “The market is incredibly fragmented. You have to buy plane tickets from one place, hotels from another, tours somewhere else, then there’s equipment rentals, car rentals, food, nightlife.

Plus, there’s all the research people do before trips that happens on dozens of different websites. By putting everything in one place, I’ll be able to streamline the travel process for consumers while consolidating the entire travel industry under one company. It’s a massive opportunity!”

Again, he wasn’t actually talking about travel.

But he was making equally bold claims about a similarly large and fractured industry, and I was skeptical.

“You understand that was never Amazon’s business model, right?” I replied.

“That’s what Amazon does,” he insisted.” can buy basically any type of consumer product from them.”

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