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Scale is a lie, chapter 243; verse 8 - salon.com/2016/10/22/shop-till-you-flop-why-cant-anyone-make-money-in-online-grocery-delivery/
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Seriously. God damn it: "Peapod remains focused on growth rather than profitability." Every freaking time.
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Growth over profitability has worked so few times & always software. What makes you think you'll be the 1 out of 1,000s it will work for?
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And even in the software realm, it isn't exactly common!
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This sort of shit is why I have so little respect for MBAs.