I call this the “The Green Fluorescent Umbrella” philosophy. Consider that being the best umbrella maker in the world might be difficult to achieve. But being the best green fluorescent umbrella maker is probably much easier, even if it means having to create your own road map to success.

It’s very easy to fall into the temptation of commoditizing a company, fitting it into the existing spectrum in order to chase temporary economic success. But we live in a time of shifting paradigms, so it would be a huge mistake to take advantage of an existing market rather than try to create a new one. Investing in macro goals is the biggest and most important commitment any business can make. Don’t be afraid to create your own lane.