CHAPTER 8
The Journey Toward the Zero-TxC World
What do consumers and businesses ultimately want? Thankfully, this is a very easy question to answer. We want zero TxC fulfilment of our wants and needs. We want everything—absolutely everything—to be available to us on-demand. Entrepreneurial business propositions that move us in this direction have the chance of succeeding.
But zero-TxC fulfilment of our wants and needs is still in the relatively distant future for many aspects of our lives. The question for entrepreneurs today is how they can offer propositions that take consumers and businesses directionally toward the future of zero TxCs while recognizing the reality of the world as it is today and will be in the short to medium term.
WHAT ...
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