There are two ways to create value in the…

There are two ways to create value in the marketplace: 1. Innovations (upgrade pain). The first way to create value is to replace one pain with a much more tolerable/desirable pain. 2. Diversions (avoid pain). The second way to create value in a marketplace is to help people numb their pain.

— from True North (Ethics, Integrity, Truth, Values)

Also belongs to

• The Heart in the Cockpit (Emotion/Awe/Anxiety/Regret/Empathy)
• Expanding Your Range (Growth/Change/Education/Learning/Habit)

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