A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty. - Salim Ismail

When failure is not an option, you end up with safe, incremental innovation, with no radical breakthroughs or disruptive innovations.

Non-ownership, then, is the key to owning the future — except, of course, when it comes to scarce resources and assets. As noted above, Tesla owns its own factories and Amazon its own warehouses. When the asset in question is rare or extremely scarce, then ownership is a better option. But if your asset is information-based or commoditized at all, then accessing is better than possessing.

marketing have been commoditized and democratized, it is all about ideas and ideals.