When people are like, oquet, those are big companies, but what about my life? This is the example that i love to give of this. So you're driving with your spouse, and you have to get to somewhere, like a dinner party,. And you take the usual route. There just happens to be really bad traffic, or there's construction, or there’s an accident. In one case, you did the thing that was conventional, that was sort of time tess. In the other case,you did something that was innovative. But if the environment changes faster than that, you'll lose your relative position in it.

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