founder's mentality

Advertising adds value to a product by changing our perception of it. An example I love that is not mentioned in the book: for years, few people bought “death insurance.” Then some genius changed the name to life insurance and grew the industry by many billions of dollars. After all, life insurance sounds so much better than death insurance.

“I can’t see a way through”, said the boy. “Can you see your next step?" “Yes” “Just take that”, said the horse. - The Boy, the Mole, the Fox and the Horse @charliemackesy