The answer is in a theory of marginal versus…

The answer is in a theory of marginal versus full cost. Every time an executive in an established company needs to make an investment decision there are alternatives on the menu. The first is the full cost of making something completely new. The second is to leverage where they already exist. Say you only need to encourage the marginal cost in revenue.

— from Time

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• Decisions & Choices (Decision/Choice/Focus/Forethought/Consequences)

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