Every time we lose a deal I wonder why we wasted time selling to someone who had an out or alternative. Reading this just unlocked a lot in my head.

This takes me back to my youth when I learned to let fish hook themselves.

Brilliant!

> The demand is for the gap closing that’s accomplished through that object in a particular situation. It’s convenient but misleading to think of the demand as demand for the object; more precisely, it’s demand via the object for the gap closing.

Read the above in e.g. the context of university degrees.