Coordination cost grows with the square of the number of people. As you scale, your company stops being a sports car and becomes a big rig, driving it like a sports car causes crashes.
Two valid choices: one coherent big rig (Apple) or a swarm of autonomous sports cars (AWS). Fighting the dynamic is the fatal mistake.
Connect 9 of 10 dots and let the listener connect the last one. This lets you say controversial things safely, people self-apply the insight and feel ownership of it. The more diverse the audience who finds it resonant, the wider the idea can spread.
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