Pulling a hat out of a rabbit

It's tempting to do what's been done before, certain in the belief that if you do it, it'll be a little better and a little more popular, merely because you're the one doing it.

In fact, though, that's unlikely. You'll care more, but it's unlikely the market will.

Consider the alternative, which is choosing to turn the question upside down, to do it backwards, sideways, or in a significantly more generous or risky way.

Remarkable often starts with the problem you set out to solve and the way you choose to solve it.

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