Cook is no slouch in the knowledge department. He understood from the start that his signature product, Quicken, not only had to outperform other accounting software, it had to be better and easier than pencil-and-paper accounting, too.
Whenever you admit you’re wrong—which should be early and often—that’s when the real insights and breakthroughs start happening.
“[People] know what you’re good at and what you’re not, so don’t pretend,” says Cook. “Instead, try being true.”