What many of us would dearly love to do — if only we had the confidence — is to start our own businesses. But here, as in so many other fields, what may deter us is a dispiriting feeling that everything has surely already been done; the world obviously doesn’t need yet another bakery, grocery store, pet shop or skin cream manufacturer. But such pessimism is a sign of a punish ingly and misguidedly narrow conception of what business is actually for. The ultimate purpose of business is to satisfy human needs. Put more colloquially, it is to make people happy. And once we frame matters like this, what we quickly see is that business as a whole hasn’t begun to fulfil its historic mission — because human beings are still so pervasively, fascinatingly and (if one can put it this way) inspiringly miserable. There are — of course — a few areas where enterprises have learnt to satisfy our needs rather well. The world truly doesn’t require yet another brand of breakfast cereal. ...
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