In sports, being good or even great is not enough. There's a limit to the number of spots on rosters and in competitions (like the Olympics). Some very talented athletes become victims of the “numbers game” of pro sports.

In business, there's a limited amount of money each consumer will spend. You don't want the purchase of your product to be an economic decision; you want to be a must like baby food and rent.

Choose not to, and your competitors won't hesitate to make a meal of your (proverbial) dead body.

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