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You read a book from beginning to end. You run a business the opposite way. You start with the end, and then you do everything you must to reach it. - Jessamyn West You read a book from beginning to end. You run a business the opposite way. You start with the end, and then you do everything you must to reach it. - Jessamyn West You read a book from beginning to end. You run a business the opposite way. You start with the end, and then you do everything you must to reach it. - Jessamyn West