Chapter Five The Three Paths to Market-Creating Innovation and Growth

The universal law of cause and effect states that for every cause, there is an effect, and for every effect, there is a cause. Eat too much food and you are likely to gain weight. Here, food is a cause; weight gain is an effect. When we understand cause-and-effect relationships, we are better able to be intentional in our lives. We understand what actions trigger what effects. Then we can determine what outcomes we aim to achieve and how to effectuate them. So if we wish to maintain a healthy weight, we understand that we should not overindulge in food but should eat in moderation.

The law of cause and effect is equally at play and equally valuable when it comes to innovating ...

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