Ilana Ettinger

“Women need to be twice as good to get half the credit. Fortunately many women are four times as good.” —Alison Davis-Blake, former president of Bentley University (p. 17)

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

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

Knowledge work is less structured, more spontaneous, and harder to teach. “Our knowledge,” says Glaeser, “builds on things that we learn from people around us.“ Being close to other knowledge workers makes it easier for us to learn new things and develop new ideas. As such, knowledge work is best done in cities.

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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