One of the most common misguided pieces of startup advice is: “go find a huge market and claim a small share of it”. However, very few iconic companies are built this way. Much more often, great startups create new categories that exist adjacent to, in the intersection of or totally outside of the existing market. These markets are often originally very small, or non-existent. However, when the time is right, companies are able to rapidly grow these spaces and turn them into huge ones in a matter of years.

To share advice on how to do this is Yee Lee, VP Growth & Capital Markets at Terraformation – a company attempting to reforest the Earth at an immense scale. It’s not Yee’s first rodes – he’s a two-times founder and has worked on product at Meta, Google, Skype, Slide and PayPal alike.