The real power here lies in reversing the usual calculus of scarcity—instead of chasing every available customer, you're filtering *for* alignment, which paradoxically makes your enterprise stronger. Most business advice whispers that growth means expansion; Sinek is saying growth means selectivity. When Apple declined to compete on price with every PC maker who needed computers, they weren't leaving money on the table—they were building a company that could sustain itself on devotion rather than mere transaction. That distinction matters because customers who share your values become evangelists, while those who simply need your product become bargain-hunters at the first sign of competition.