Go stand in the business aisle of a bookstore, close your eyes, and choose a book. Read the flap and find the word “expert.” Expert is a marketing word. We buy stuff when we invest in the illusion that someone knows what they are talking about and will show us how to do it, too. If you want to succeed, find someone who refuses to tell you how to do it. They won’t call themselves an expert, but they will support you in finding your own way….

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↓ Transcript
Rube: Just follow my patented rigid six steps to innovation individuation! Follow my six specific steps and do not deviate ... and I will save you the time and trouble of being yourself!