Three Levels of Ideas
While building and learning about products, I‘ve noticed there are usually three distinct levels of ideas for most things--businesses, products, and even creative projects. Let me explain this through a conversational lens, as if we are sitting together over a warm cup of chai, because that’s what I am doing right now.
Level 1: Common Sense Ideas
Level 1 is straightforward, it’s common sense. It’s doing what seems obvious:
Start a business if you see a need.
Charge people for what you create.
Use your natural skills to your advantage.
Think of your neighborhood grocery store or a cafe; they‘re simple, intuitive businesses. Nothing fancy, just basic logic. They’re everywhere, predictable, and necessary. They might not change the world, but they keep things running smoothly.
Level 2: Thoughtful, Strategic Ideas
Level 2 ideas are smarter, strategic, and more intentional. Here, you‘re trying to stand out:
You spot a unique niche or an underserved audience.
You execute better or differently, aiming to outsmart competitors.
You pay attention to trends, ensuring you‘re relevant.
These are trendy coffee shops with unique aesthetics or stores with well-crafted branding. Cities and developed economies are full of Level 2 businesses. While they often succeed, they can feel similar because everyone is applying the same best practices. They’re interesting, but also somewhat predictable.
Level 3: Bold, Authentic Ideas
Then comes Level 3, the bold, unconventional ideas. These are born from deep authenticity and a willingness to look foolish at first:
Ignoring trends and conventional wisdom.
Focusing on your own unique insights, experiences, and authenticity.
Embracing risk and accepting multiple failures before finding success.
Ironically, Level 3 ideas often start as deceptively simple Level 1 ideas but executed with profound courage and originality. Sometimes they emerge from someone shipping a Level 1 idea for a long enough time that they become Level 3. They initially seem strange or naive to others, until suddenly they‘re transformative.
People often confuse impressive Level 2 ideas with genuine Level 3 breakthroughs. True Level 3 ideas redefine entire industries or create completely new spaces. They’re rare, unpredictable, and exhilarating when they work.
Think about the NYC Subway, Apple’s “Think Different” campaign, the Internet, Banksy’s street art, Airbnb, or Game of Thrones. Initially, these ideas seemed strange or too risky, yet eventually, they reshaped how we see the world.