"There are businesses that succeed by doing traditional things slightly better than the competition. And there are businesses that redraw the landscape entirely, creating needs we never knew we had and remoulding our sense of what we have to have in order to be happy… Entrepreneurship depends on a sense that the present order is an unreliable and cowardly indicator of the possible. The absence of certain practices and products is deemed by entrepreneurs to be neither right nor inevitable, merely evidence of conformity and lack of imagination… Like a novelist who finds the means to express familiar but hitherto undefined perceptions, who makes cogent phrases out of what we have all of us felt yet never understood, the entrepreneur takes tremors of dissatisfaction and longing, and transforms them into commercial concerns."