Key Idea - Successful startups create new lingo, not just new products, suggesting that owning the lingo can lead to owning the market [3] - Language signals market movements; money follows lingo [6] - Lingo leverage involves crafting terminology that resonates with customers and reflects deep market insights [15][16] Lingo Leverage Characteristics - First of its kind: New lingo should introduce a novel concept or perspective [7] - Customer-driven: Lingo created by customers is more valuable than marketing-driven terms [11] - Stickiness: The lingo should be essential and deeply connected to the audience's needs and understanding of reality [13][14] Practical Application - Founders should intentionally craft new terminology as part of their strategy [16] - During due diligence, investors should assess the linguistic assets a startup owns [17] - Founders should create lingo for a problem they're solving or a category they're creating, and encourage early users to adopt it [21]