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“May it be a light to you in dark places, when all other lights go out.”

J.R.R. Tolkien, The Fellowship of the Ring

Because of its location In relation to Earth’s north celestial pole Polaris, aka The Northern star, is famous for holding still in our sky while the entire northern sky moves seemingly around it. It marks the way due north, even when other lights “go out”.

The choppy seas of commerce can be a harrowing experience unless we put up some kind of rules that insulate us from the volatility. Instead of being whipped about by the changing winds of technological trends and pulled by social undercurrents, we learn, copy or develop principles that allow us to determine our own direction.

The thing is, sometimes even those tools fail, and in those cases, it’s best to have a person, an “ideal” of who would you like to emulate in a professional sense. This does not mean you idolize them, or that you are trying to achieve exactly what they achieved, no more than the sailors of old dreamed of literally reaching Polaris.

But when you have to make a decision quickly, and yet all of the handy rules and guardrail principles prove momentarily useless, it’s good to know which option among presented will get you at least a half-step toward the market position that your Polaris achieved.

Take two minutes and try to think who that is, and when all other lights go out, you will be glad you did

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