Start Small: What Peter Thiel Says About Owning a Corner

In Zero to One, Peter Thiel argues that great businesses begin by dominating a small market, then widen. Here is how that plays out for an established owner.

There is a pitch many owners make to themselves: "The market is huge. If we get just 1 percent, we are rich."

Peter Thiel, in Zero to One, treats that sentence as a warning sign.