Huang doesnât think like a businessman. He thinks like an engineer, breaking down difficult concepts into simple principles, then leveraging those principles to great effect. âI do everything I can not to go out of business,â he said at breakfast. âI do everything I can not to fail.
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Of course, Huang would work hard anyway. It is in his nature. If there is a theme to his life, it is amplification; he has executed on the same simple precepts of diligence, courage, and mastery of fundamentals again and again and again, to greater and greater effect. I was surprised to learn how much of the man he later became was present in the immigrant child arriving unaccompanied by his parents in the United States in 1973 to an environment so unconducive to flourishing that it seems a miracle he survived it. To understand Huang fully, we begin not at Dennyâs restaurant, nor in the giant cathedrals of technology he later commissioned, but at this tiny rural school.
The experience was liberating for Huang. Desperation, not inspiration, was the mother of victory. Huang encouraged his employees to preserve the mindset theyâd adopted during the Riva crunch, asking them to constantly behave as if the company was teetering on the verge of bankruptcy even when it was making massive profits. For years to come, Jensen opened staff presentations with the words âOur company is thirty days from going out of business.â Even today at Nvidia, this sentence remains the corporate mantra.
Huang had managed to stay ahead of his competitors so far, but his asset-light âmerchantâ business was essentially just a collection of engineers sitting around a Silicon Valley office park. If those engineers werenât constantly developing new, difficult-to-replicate technology,
manufacturers in Asia would start knocking off his chips, and Nvidia would cease to exist. âIf we donât reinvent computer graphics, if we donât reinvent ourselves, and we donât open the canvas for the things that we can do on this processor, we will be commoditized out of existence,â Huang later said. Not to gamble was the biggest risk of all.
Huang did not have a concrete vision of what the future of technology would look like. Some technologists did; for example, Elon Musk began with a vision of himself standing on the surface of Mars, then worked backward to build the technology he would need to get himself there. Huang went in the opposite direction; he started with the capabilities of the circuits sitting in front of him, then projected forward as far as logic would allow. Only there, at the frontier of reason, would he allow himself to take a single step forward into the nebulous realm of vibes.
And because theyâre ready, their confidence doesnât crack. The venture capitalist Josh Wolfe likes to say, âFailure comes from a failure to imagine failure.â
The bottom line: people who think about what is likely to go wrong and determine the actions they can take are more likely to succeed when things donât go according to plan.
A smart way to assess your options is by using the following principle.
The Second-Level Thinking Principle: Ask yourself, âAnd then what?