Aaron Levie: Don't Write Your Obituary Too Early

Aaron Levie, co-founder of Box, shares an essential lesson he learned in the face of fierce competition with industry giants like Google, Microsoft, and EMC. Levie admits that at times, they nearly made the mistake of writing their own obituary too early—essentially giving up before the game was over. Fortunately, they managed to push through those moments of doubt.

Aaron Levie, CEO, Box

Photo: Getty Images

Competing with Giants

Startups like Box often face intense competition from much larger, well-established companies. Levie emphasizes that it's easy to feel intimidated, especially when venture capitalists fear going up against these giants. But he makes a crucial point: don’t count yourself out too soon. The temptation to assume you can’t win against a Google or Microsoft can be strong, but Levie argues that it’s not about fearing them—it’s about finding the areas where you can outperform them.

Keep Pushing

What kept Box alive, and thriving, was the ability to optimize in the right areas, focusing on the dimensions where they could beat competitors. Instead of conceding defeat, they doubled down on innovation and relentless execution. Levie’s message is clear: never stop pushing.

Box’s ability to keep competing and continually optimize its strengths is a testament to the resilience and determination necessary to succeed in a world dominated by tech giants. It’s a reminder that success isn’t about avoiding competition, but about knowing where and how to win your battles.

Aaron Levie’s lesson extends beyond just competition—it’s about resilience and adaptability in business. Startups, by nature, operate in uncertain environments, and it’s common to face obstacles that seem insurmountable. Levie’s approach at Box was to focus on innovation in areas that larger companies overlooked or couldn’t move quickly enough to capture. By staying nimble and adaptable, Box could outpace its competitors in niche markets, rather than trying to go head-to-head with giants in every category.

This strategy resonates with many other successful companies. Take Netflix, for example. In its early days, it competed against Blockbuster, a much larger, entrenched company in the movie rental business. Rather than trying to outcompete Blockbuster in brick-and-mortar stores, Netflix focused on a digital-first strategy, ultimately reshaping the entertainment industry. Levie’s advice to "not write yourself off" rings true across industries—success often comes from finding your own path and outsmarting larger competitors through persistence, creativity, and focusing on your strengths.

Listen to Aaron:

Source: Stanford eCorner "Aaron Levie: Five Solid Startup Lessons"