That is, people’s claims about what they’re doing in the market are rarely to be trusted. Jeff Bezos, the founder of Amazon, has talked about this temptation. He reminds himself that there was “no aha moment” for his billion-dollar behemoth, no matter what he might read in his own press clippings. The founding of a company, making money in the market, or the formation of an idea is messy. Reducing it to a narrative retroactively creates a clarity that never was and never will be there.
