“I've had the problem my whole life, and I don't know anyone who doesn't have the problem, because systems, existing powerful, successful systems are very good at hiding. They create culture to establish themselves as normal. And once we see that the system we're in is normal, we're like goldfish that don't notice the water.

And I'm not sure I could teach goldfish what water is, but I'm pretty sure I can help people realize that there are these unseen, undiscussed systems that they take as normal and live within them as opposed to taking a step back and saying, oh, this is what's getting us the results we don't want.

We could use effort to change the system or play in a new system that would get us to outputs we do want. But if you rush over this part, you have no chance of doing strategy. What you're actually doing is tactics, where you're actually doing is figuring out how to spend time and money being busy, but you've accepted the existing system. You haven't figured out what it is or how to change it.”

-Seth Godin