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Anti-goals are the things we DON'T want to happen—either as final outcomes or along the way.
I think of anti-goals as being about avoiding the "Pyrrhic victory”—a victory that takes such a terrible toll on the victor that it might has well have been a defeat.
I Started Establishing “...
@SahilBloom on Twitter
The British called this wakeful interval the watch, Professor Simonov explained, and in France it went by dorvay. You went over your accounts, whatever they may be—reading, praying, lovemaking, attending to pressing work, or overdue leisure. It was a respite from the normal world and its demands, a hollow of private enterprise carved out of lost hours.
Harlem Shuffle
Colson Whitehead
But Carol isn’t the only person attracted to this set of trade-offs. There are other people who either like the things on the left or are at least indifferent to them, and are indifferent to the things on the right. For example: I drive my daughter to school, drive to work, and spend a lot of time on highways and residential roads, so I want something safe and reliable, and I don’t care about high performance or being sporty.
Selling to Carol: Why Targeting an ICP Brings 10x More Customers Than You Expected
longform.asmartbear.com
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