to inspire people to do the things that inspire them— - Simon Sinek

This is important because our behavior is affected by our assumptions or our perceived truths. We make decisions based on what we think we know.

As convenient as the pencil," said the advertising. "You press the button, we do the rest." That pretty much summed up George Eastman's vision when his company, Eastman Kodak, introduced the first cameras ever to be sold to the general public.

As he explained in a 2007 Berkshire Hathaway shareholder letter, "The worst sort of business is one that grows rapidly, requires significant capital to engender the growth, and then earns little or no money. Think airlines.