Fight structures

When you name a fight, you have a choice about what you are fighting, and the choice determines whether your purpose ages well or badly.

The choice that ages well

Tomas, one of the founders in the book, built his entire purpose on exactly that: nobody had done anything wrong, and the system still failed. A structural purpose recruits everyone, including the insiders who understand the structure best and whom you will want on your side. So if your purpose seems to require an enemy, make the enemy a structure.

There is a second founder worth stealing from here, Elias, who found his purpose by going to look at where his category actually ends, the graveyard of it, the skip full of furniture younger than his phone. Furniture should outlive its owner. Notice that is an engineering position with a business model attached. If your purpose feels thin, you are often looking at your product when you should be looking at the graveyard of your category.