Seth Godin
Are you doing your work for an ordered market? A region where there
is stability and rules and predictable outcomes? Some examples: selling to
people who have purchased before, entering a market with established
competitors, contributing to a media ecosystem that works in mostly predictable
ways...
The alternative are blue sky arenas where unpredictability is the
rule, not the exception.
Most of us don't live and work on the frontier, and we plan our lives
accordingly.
Life on the frontier brings its own rewards (and risks) but there's never
an advantage in imagining that it's stable. It's hard to be surprised if
you establish up front that you're likely to be surprised.
It helps to know the rules of physics in the universe where you are
choosing to live.
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