People cannot reliably predict where they are going and how their lives will unfold, especially in today’s unpredictable world. Those who built visionary companies wisely understood that it is better to understand who you are than where you are going — for where you are going will almost certainly change. It is a lesson as relevant to our individual lives as to aspiring visionary companies.

— Built to Last: Successful Habits of Visionary Companies by Jim Collins, Jerry I. Porras