Transaction Revolution

Tired of incremental innovation? In an age where products and services are quickly commoditized, true market leadership stems from a more profound insight: success isn't about what you sell, but how value is fundamentally exchanged. In Transaction Revolution, acclaimed entrepreneur and venture capitalist Pablo Lascurain presents a groundbreaking methodology for Transaction Transforming Startups (TTS). Drawing on two decades of experience, including founding 13 companies, guiding over 400 startups to raise more than $400M, and advising tech giants through DSV10 Ventures and Startup Grind, Lascurain reveals the hidden patterns behind enduring market disruption.

This essential guide equips founders, innovators, and business leaders to:

Master Transactional Cartography: Deconstruct existing markets to uncover unseen frictions and leverage points for true change.

Cultivate a Dissident Belief: Develop a contrarian vision that redefines value and challenges industry norms.

Engineer the New Exchange: Design revolutionary products and business models—your "engine"—to embody a transformed transaction.

Architect Unfair Advantage: Build formidable "citadels" of defensibility, from network effects to proprietary data, ensuring sustained market dominance.

Drive Market Adoption: Strategically engage "Transformation Seekers" and evangelize your new paradigm to achieve widespread embrace.

Featuring in-depth case studies of global disruptors like Airbnb and Salesforce, Transaction Revolution provides actionable strategies to move beyond mere competition and ignite your own market-shaping legacy. Whether you're launching a tech startup, transforming an enterprise, or seeking powerful business growth, this book is your ultimate compass to re-architect your piece of the world, one vital transaction at a time.