A first principle is a foundational proposition or assumption that stands alone. We cannot deduce first principles from any other proposition or assumption.

The chef is a trailblazer, the person who invents recipes. He knows the raw ingredients and how to combine them. The cook, who reasons by analogy, uses a recipe. He creates something, perhaps with slight variations, that’s already been created.

If we never learn to take something apart, test the assumptions, and reconstruct it, we end up trapped in what other people tell us — trapped in the way things have always been done.

Socratic questioning generally follows this process:

Clarifying your thinking and explaining the origins of your ideas (Why do I think this? What exactly do I think?)
Challenging assumptions (How do I know this is true? What if I thought the opposite?)
Looking for evidence (How can I back this up? What are the sources?)
Considering alternative perspectives (What might others think? How do I know I am correct?)
Examining consequences and implications (What if I am wrong? What are the consequences if I am?)
Questioning the original questions (Why did I think that? Was I correct? What conclusions can I draw from the reasoning process?)

A common aphorism in the field of viral marketing is, “content might be king, but distribution is queen, and she wears the pants”

It’s counterintuitive, but the way to grow your business is to focus entirely on your existing customers. Just thrill them, and they’ll tell everyone.