The best way to predict the future is to create it.
We've done price elasticity studies, and the answer is always that we should raise prices. We don't do that, because we believe -- and we have to take this as an article of faith -- that by keeping our prices very, very low, we earn trust with customers over time, and that that actually does maximize free cash flow over the long term.
"The stories we tell shape the world we live in."
It is by no means an irrational fancy that, in a future existence, we shall look upon what we think our present existence, as a dream.
I needed a drink, I needed a lot of life insurance, I needed a vacation, I needed a home in the country. What I had was a coat, a hat and a gun.