Infinity-to-one

One framework to rule them all

I’ve started thinking about the early stage NOT as “zero-to-one”, but rather as “infinity-to-one.”

This is the one reframe to rule them all. Here’s why.

1: “Infinity-to-one” is more accurate.

A blank sheet of paper isn’t overwhelming because it’s empty; it’s overwhelming because there are infinite possible things you could write.

In the same way, the early stage isn’t difficult because you have nothing. It’s difficult because there are infinite things that sound right, seem important, and could be viable directions, permutations, and considerations.

Infinity creates this, not zero:

2: “Infinity-to-one” is less unhelpful.

When I have the “zero-to-one” frame in my mind, my mental model is one of ADDITION. How do I get from zero to one? Basic math: I add.

I therefore act as if my job requires me to do more. To create. To build. To find new markets, add new features, test new growth motions, learn more things, set more goals, hire more people. I’m always stressed, always asking myself, “What else should we be doing?”

This is the OPPOSITE of how to find product-market fit and survive the early stage.

When I switch to the “infinity-to-one” frame of mind, my mental model is one of SUBTRACTION. How do I get from infinity to one? By eliminating as much as humanly possible.

My job in the infinity-to-one stage is to narrow the aperture. Ruthlessly. To get to the very core of ONE thing that works. And to conquer variation, complication, the ambiguity of the infinite, and the pursuit of optionality.

3: “Infinity-to-one” is less confusing

When does the “zero-to-one” stage end? When you have one customer? When you have $1M ARR?

Because I made it up, I now decree that the “infinity-to-one” stage ends when you consistently demonstrate you can repeat a “hell yes” customer case study. In other words, when your PMF Score is >50.

If you can’t consistently replicate a “hell yes” case study, you’re still in the “infinity-to-one” stage. Which means it’s time to narrow, focus, eliminate - rather than add, expand, diversify.

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When you realize the stage is really “infinity-to-one,” it’s liberating. You can focus without apology. You stop searching for greener pastures, and find one thing that works.

By focusing, you trigger the unfolding process - and you’re off from one to ten.