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First ingredient: Greed. In a perfect, fair, open market, greed works great as the core lifeblood motivation. The way capitalism theoretically works is that the more real-world value you create, the more money you’ll make. So companies in a competitive landscape will put their effort into creating better and better products and services in order to optimize, which for them means making as much money as they possibly can. Individual people are greedy as a means to all kinds of ends—a lavish lifestyle, personal freedom, security, admiration, power, sex—but what they want is irrelevant. As long as their burning desire makes them really want stuff, their drive to optimize will move technology forward. Greed is a double-edged sword though—to be beneficial, greed has to be contained inside a high-integrity, meritocratic, free market. If it’s not, greed will turn into the enemy of progress, because the more vulnerable the system is to corruption, the more the greedy on top will be able to break the system to ensure their own long-lasting victory.
Second ingredient: Raging ambition. Greed can lead to steady forward progress, but in order for progress to leap forward, a second ingredient is usually key: a burning desire to do something great. Again, the underlying reasons for this kind of ambition can vary. Sometimes it’ll be an ego-driven desire—to be famous and renowned, to leave one’s mark, to be thought of and posthumously remembered as great. Other times the ambition will be fueled by a borderline-insane level of confidence and optimism that gives someone the gall to be idealistic. These are the yearnings of the hungry underdog.
An established industry full of existing winners running on greed is like the highest layer of trees in a crowded rainforest. They’ll push upward only as needed, elbowing each other for little gains and victories as they vie for sunlight, mostly just trying to keep their spot in the canopy. Greed just wants sunlight—it doesn’t care how high up it is when it gets it. But below, the hungry underdog burns for sunlight and will spend 100 hours a week trying to figure out how to get it. When the breakthrough comes, the underdog bursts up through the canopy into the open sky and spreads its leaves out wide. Suddenly, the trees that had been on top are blocked from the sun. Greed is then replaced by the much more powerful drive of survival, and innovation kicks into high gear as they scramble upwards for their life. The environment has changed—it’s been disrupted—and in this new world, created by the underdog disruptor, companies have to innovate in order to re-optimize. Some end up back on top, others die—and at the end of it all, technology has jolted forward. We all witnessed an example of this when Apple rocketed through the mobile phone canopy in 2007 and forced all of the other companies to make a smartphone or die. Samsung managed to get itself back into the sun. Nokia did not.
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