As you shift to scaling, your refrains will shift, too. “Who will do this?” (Instead of “How will I do this?”) “Let’s do fewer things, better.” (Instead of “Let’s do more things, faster.”) “How do we halve our efforts to double the output?” (Instead of “How do we double our efforts so we can double the output?”) “Master yourself.” (Instead of “Push harder.”) “Work smarter.” (Instead of “Work even harder.”) “Design.” (Not “Hustle.”) “Scale.” (And surely not “Grind.”) That last one, “scale,” is the most noble approach of all. If you own a business, your number-one job is to create jobs, not to
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