The Cold Start Problem: How to Start and Scale Network Effects

Bunch of mentions of cold start problem here already. I at first assumed this book was just its title, and was some combination of 'launch to a lot of people in a narrow space' plus 'personal value precedes network value'. There's actually a lot more in it, especially about the granularity of scaling at uber. For me the book landed after I'd already tried and failed to start a network by onboarding individuals. The 'atomic networks' stuff in there is gold. (Though for someone like me who learns through failure, I needed to try everything else before the message landed).