zerotoone

Zero to One is a concept used in entrepreneurship and technology to describe the process of creating something new and valuable that did not exist before, as opposed to making incremental improvements on an existing product. The phrase emphasizes bold breakthroughs that open new markets rather than competing in existing ones.

The term gained prominence through the book Zero to One: Notes on Startups, or How to Build the Future, written by Peter Thiel with Blake Masters and published in 2014. The work presents a framework for startups and technological progress, arguing that progress is achieved by going from zero to one rather than from one to a hundred.

Key ideas include the pursuit of unique value, the cultivation of secrets—discovery of truths others have overlooked—building a defensible monopoly through distinctive technology or business model, and the importance of distribution and clear long-term planning. Thiel advocates contrarian thinking and emphasizes that competition tends to erode profits, whereas creating a monopoly enables lasting value.

In business discourse, zero to one is used to describe breakthrough innovations such as new platforms, transformative products, or novel business models. The concept has influenced startup theory and venture capital, though it has also faced criticism for endorsing monopolistic outcomes and understating the role of markets and collaboration.