Being the most trusted of the “biggies” would mean we were consistently beneficial regardless of our size. It is relatively easy to be trusted if you attempt very little. Make only one product, sell it to only one person, meet that person’s expectations, and then shut down the company, and you will be 100 percent trusted. But the more products you make and the more people you serve, the harder it is to consistently live up to all their expectations. The bigger you get, the harder it is to remain pure. That’s what I wanted Big Idea to be—big and pure. It was only a “placeholder” BHAG, of
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