Meet the Millennial Founder Who Built a $10 Billion Startup On an Ancient Philosophy: 'There's No Better System Than Nature' With Notion, Ivan Zhao built a digital workspace that Gen Z is flocking to. The key to his success? Consider the humble beetle.

To build a great business, you must change people's behavior. But…how?

Many entrepreneurs can't do it. They craft a solution with love and care, enter a marketplace with optimism and expectations, and believe that their idea is so valuable that people will immediately see its genius. But too often, consumers look at the new product or service and think, I don't need that. And then it dies.

Ivan Zhao has thought a lot about this. Because at first, his product died too.