4.6 301 G.school #215 The Categorical Imperative. A better mousetrap!

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SETH GODIN A better mousetrap

That’s easy advice and a fine goal.

Except… if you look at the last hundred years, we haven’t seen many useful advances in mousetraps, despite the number of people who have tried. It feels like an infinite market, so it attracts a lot of entrants.

You probably won’t come up with a better mousetrap. But you might find the empathy and focus to find a small group of people with a more specific problem and solve it for them in a way that earns you trust, traction and word of mouth.

That’s enough.

January 24, 2026