There is a simple three-step framework for taking any idea toward disruption. Step one: spot the absurd problem. What is something people currently tolerate that should not be normal? Something everyone accepts but no one defends if they are honest. Step two: bet on human behaviour. What new belief about how people will act — given the right tools, incentives, or access — could unlock a new solution? Airbnb bet that people would trust strangers. Netflix bet that people would subscribe rather than own. Step three: start with the prototype. Do not wait until it is perfect. The first Airbnb listing was a floor mat and cereal. Imperfection plus action will always outperform perfection plus waiting.