Suppose you want to launch a startup, or some other world-changing innovation. You want to disrupt the blah blah market or fundamentally transform how people blah blah. Do it well, and maybe you can make a billion dollars. That’s the core of the argument, right?

Whatever you’re trying to do, you’re probably hoping to create dramatically more impact than you do today by launching something that didn’t exist before. And that added impact ought to create added dollars in your bank account. What if I told you that logic is backwards?

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