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@waqasali
New York Nama, LLC.
Brooklyn, NY


Three Levels of Ideas


While building and learning about products, I‘ve noticed a pattern. Whether it’s a business, a product launch, or a creative project, ideas usually fall into three distinct levels.

Level 1: Common Sense

Level 1 is straightforward. It is doing the obvious.

  • Start a business if you see a need.
  • Charge people for what you create.
  • Use your natural skills to your advantage.

Think of your neighborhood grocery store or a cafe. These are simple, intuitive businesses. Nothing fancy, just basic logic. They are everywhere, predictable, and necessary. They might not change the world, but they keep things running smoothly.

Level 2: Strategic & Smart

Level 2 ideas are intentional. Here, you are trying to outmaneuver the market.
  • You spot a unique niche or an underserved audience.
  • You execute differently, aiming to outsmart competitors.
  • You pay attention to trends to ensure relevance.

These are the trendy coffee shops with unique aesthetics or startups with perfectly crafted branding. Developed economies are full of Level 2 businesses. While they often succeed, they can feel similar because everyone is applying the same best practices. They are interesting, but ultimately predictable.

Level 3: Bold & Authentic

Then comes Level 3. These ideas are born from deep authenticity and a willingness to look foolish.
  • Ignoring trends and conventional wisdom.
  • Focusing on unique insights and personal truth.
  • Embracing risk and accepting failure as part of the process.

Ironically, Level 3 ideas often start as deceptively simple Level 1 ideas—but they are executed with profound courage. They initially seem strange or naive to the "smart" people in Level 2, until suddenly, they are transformative.

People often confuse impressive Level 2 strategy with genuine Level 3 breakthroughs. But true Level 3 ideas redefine entire industries. They are rare, unpredictable, and exhilarating when they work.

[Image: Banksy Girl with Balloon] (Caption: Banksy’s work often operates at Level 3—simple execution, profound resonance.)

Think about the NYC Subway, Apple’s “Think Different” campaign, Airbnb, or Banksy’s street art. Initially, these ideas seemed strange or too risky. Eventually, they reshaped how we see the world.

SummaryAt its heart, understanding these levels is about knowing where you are comfortable operating. It is about deciding how brave you are willing to be, and remembering that truly groundbreaking ideas are always deeply personal.

[Image: The Table Comparison]

Thanks to Shreyas Doshi for reading drafts of this.