One of the most pressing challenges for startups is securing enough funding to take their business off the ground. Many innovative ideas never see the light of day due to lack of capital.
ATOMIC MIND Application: Using the concepts in the "ATOMIC MIND", a startup would need to:

• Intensity of Desire: Increase its 'Intensity of Desire' to secure funding by demonstrating its passion, commitment, and resilience. 
• Perceived Value: Increasing the 'Perceived Value' could involve crafting a compelling pitch that clearly articulates the startup's unique value proposition, potential return on investment, and the scalability of the business model. 
• Perceived Distance: Decreasing the 'Perceived Distance' could mean building strong networks with potential investors and continuously refining the business model and pitch based on their feedback.

Real World Example:  companies like Uber and Airbnb were able to attract large investments because of their strong desire to disrupt traditional industries, the high perceived value of their unique business models, and their ability to effectively network within the investor community.  

Competing against established businesses can be tough. Larger companies often have more resources, a dedicated customer base, and strong brand recognition.

ATOMIC MIND Application: Using the concepts in the "ATOMIC MIND", a startup would need to:

• Intensity of Desire: Increase its 'Intensity of Desire' to outperform the competition by constantly innovating and differentiating its offerings. A relentless desire for innovation can drive a startup to find unique ways to compete in the market.
• Perceived Value: Increasing the 'Perceived Value' could involve positioning the product or service as superior or more unique than the competition. This can be achieved by emphasizing the unique selling points of the product/service.
• Perceived Distance: Decreasing the 'Perceived Distance' could mean understanding the competitive landscape and swiftly adapting to changes. Keeping a close eye on market trends and competitors' actions can make the goal of market dominance seem more reachable.

Real World Example: Dropbox, for instance, faced heavy competition in the cloud storage market but managed to distinguish itself through a superior user interface, strategic partnerships, and a freemium business model.

Building a customer base from scratch is challenging and time-consuming. Startups must develop effective marketing strategies to attract their first customers and maintain growth.

ATOMIC MIND Application: Using the concepts in the "ATOMIC MIND", a startup would need to:

• Intensity of Desire: Increase its 'Intensity of Desire' to understand and fulfill customer needs. The passion to provide customers with valuable solutions can help drive innovative marketing strategies.
• Perceived Value: Increase the 'Perceived Value' by delivering excellent customer service, high-quality products, and offering something unique or better than competitors. This can make the startup a more attractive choice for potential customers.
• Perceived Distance: Decrease the 'Perceived Distance' through active customer engagement through various channels like social media, direct mail, email marketing, and content marketing. Engaging with customers can make them feel closer to the brand and more inclined to make a purchase.

Real World Example: The Dollar Shave Club created a viral marketing video that spoke directly to their target customer's needs and frustrations with existing products, enhancing their perceived value and bringing them closer to their potential customers.

Developing a product that fulfills a market need and stands out from the competition is another significant challenge. This requires extensive market research and constant iterations based on feedback.

ATOMIC MIND Application: Using the concepts in the "ATOMIC MIND", a startup would need to:

• Intensity of Desire: Increase its 'Intensity of Desire' to build a product that meets market needs. The drive to innovate and create should be strong.
• Perceived Value: Increase the 'Perceived Value' by incorporating features that solve real customer problems and provide superior value compared to alternatives. This can make the product more attractive to potential users.
• Perceived Distance: Decrease the 'Perceived Distance' by actively seeking customer feedback and quickly iterating on the product based on this feedback. Close interactions with customers can make product development goals seem more attainable.

Real World Example: Amazon started as a simple online bookstore but quickly expanded its product offerings based on customer feedback and market needs.