No matter how much we desire certainty, predictability, and guaranteed results, the nature of human existence is fundamentally opposed to any attempt… - Josh Kaufman

A successful business, roughly defined, provides (1) something of value that (2) other people want or need at (3) a price they’re willing to pay, in a way that (4) satisfies the customer’s needs and expectations so that (5) the business brings in sufficient profit to make it worthwhile for the owners to continue operation.

A counterintuitive way to gain insight into a new skill is to contemplate disaster, not perfection. What if you did everything wrong? What if you got the worst possible outcome? This is a problem-solving technique called inversion, and it’s helpful in learning the essentials of almost anything. By studying the opposite of what you want, you can identify important elements that aren’t immediately obvious. Take white-water kayaking. What would I need to know if I wanted to be able to kayak in a large, fast-moving, rock-strewn river? Here’s the inversion: What would it look like if everything went wrong?

Трудно заставить человека понять что-либо, если его заработок обеспечивается непониманием этого