Ilana Ettinger

Peter Thiel has said that the best startups are like a cult that believes in something true.

On being an early adopter of organic cotton in Patagonia's garments: “The constraints we place on ourselves require innovation that then sets us apart from other companies”

We have instinctual responses to help us choose the objects that meet our most basic needs—when we’re hungry, we seek food; when we’re cold, we want warmth. But there is an entire universe of desires for which we have no instinctual basis for choosing one object or another. For these objects of desire, Girard saw that the most important factor in

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Productize to segments and use casesPrice for value and then back out costs to find marginSell benefits not featuresPrice before product - figure out the value firstBundle leading items with additional features