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> it’s incredible hard to “start small” because your being judged against all the incumbents

Then you're probably addressing the wrong market. I found _The Innovator's Solution_[1] by Clayton Christensen pretty useful to understand that. You want to address a market that is underserved or not served at all by the existing big players. Often, it's by providing a service that is much simpler, much less powerful, but cheaper and/or more accessible than the existing solutions.

[1]: https://www.amazon.com/Innovators-Solution-Creating-Sustaini...

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