all affairs, it’s a healthy thing now and then to hang a question mark on the things you have long taken for granted. — BERTRAND RUSSELL, - Josh Kaufman

these foundational business concepts mental models, and together, they create a solid framework you can rely on to make good decisions. Mental models are concepts that represent your understanding of “how things work.” Think of driving a car: what do you expect when you press down on the right-side pedal? If the car slows down, you’ll be surprised — that pedal is supposed to be the accelerator. That’s a mental model — an idea about how something works in the real world.

People buy because they believe they’re getting more value in the Transaction than they’re spending.

When the Student Is Ready, the Teacher Appears