"Apple, its core value, is that we believe people with passion can change the world for the better..."
"...And the people crazy enough to think they can change the world are the ones that actually do."
It led to one of the best advertising campaigns in history: Think Different
@elonmusk is an engineer, yet creates amazing brands because his companies have a Truth. They stand for something huge.
What does Tesla stand for?
The end of CO2 emissions.
So of course they won't patent their tech. It would slow that vision down. And of course they expand to solar panels and batteries. You need it for the vision.
And people want to be part of that.
When your Truth is clear, everything follows.
What does SpaceX stand for?
Preserve mankind through a colony on Mars.
So of course you need cheap rockets.
That means reusing them.
And of course, you need a ton of cash. How can you use your assets to raise a ton? Starlink. So of course you do it.
Amazon's Truth is that customers always want something better.
So of course they weren't going to stop at books. Or magazines. Of course they will convert cost centers into profit centers, like AWS: Otherwise, how are cost centers treating the rest of the org as their customers?
Steve Jobs also mentions Nike, a maker of shoes, a commodity. But you don't think of Nike as just a shoe company. Because making shoes is not what they stand for.
They stand for pushing to be a better self through sports.
When your Truth is clear, everything follows.
What other companies, organizations or people have amazing Truths?
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Apparently, its origin is unclear, and its usage polemic. So this is a thread about its origin, why, how it’s used, and a lesson about processes vs. goals.
Back in March, ppl had no idea what was happening. They took cases at face value. One of the big goals of the article “Coronavirus: Why You Must Act Now” was to highlight how official cases was meaningless.
Then, ppl realized cases were not the entire picture. Testing was crucial too. No tests, no cases — but lots of hidden infections. So they started reporting cases and tests.
But these are meaningless numbers in a vacuum, so they sought a ratio.
We’ve been lucky though. In the 1918 pandemic, the 2nd wave was likely driven by a mutation that was both more infectious AND fatal.
We already knew this was happening back in March. This image is from The Hammer and the Dance. The only thing we didn’t know then is which variant was going to prevail. Details.
Capitalism vs socialism, markets vs gov... Most ppl think 1 is great and the other trash. That’s simplistic.
They’re tools adapted to different situations. We must understand them to know when to use them. Thread.
[1/
Capitalism is great. It uses natural selfishness to push ppl to be as productive as possible, promising them wealth. The + you produce for others, the + you get.
That is achieved by incurring both the cost and benefit of your initiatives.
Here’s the pbm
[2/
It creates a huge incentive to increase your benefits in ways that worsen society.
This happens in many ways. Eg:
1. Information asymmetry
You want cheap & delicious food. But what if it has ingredients that cause cancer? The producer knows it, but doesn’t tell you.
[3/