The Single Most Important Startup Lesson: How to Perform Inception on Your CustomersI used to be a movie buff, but as a young dad, movies are a luxury I can no longer afford. Luckily my friend, Fayadh, recently got me to re-watch Christopher Nolan’s “Inception”. In the movie, an inception is the act of planting an idea into someone’s mind such that they believe it is their own. Starting a business is very much like inception, often times you must convince the customer that they c
