My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
“we literally wrote the book on sleep”
What It Means
When you have domain expertise or recognizable credentials, lead with confident positioning that establishes authority
Why It Matters
Grabs investor attention immediately and creates presumption that you're worth listening to before diving into business details
When It's True
When you or co-founders have bestselling books, recognized expertise, previous exits, or other meaningful credentials in your field
When It's Risky
If credentials are weak or unrelated to current business, this approach can backfire and undermine confidence
How to Apply
Identify your strongest credibility signal related to the problem
Frame it boldly but truthfully
Connect credentials directly to why you can solve this problem
Use recognizable imagery or logos to reinforce credibility
Example Scenario
“Sleep app co-founder Matthew Walker wrote bestselling 'Why We Sleep' book, so they lead with 'we literally wrote the book on sleep' rather than generic founder introductions.”