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Turtles all the way down

  • By Alan Knott-Craig
  • March 19, 2019

Andreas: What holds the world up?

Orestes: Atlas, of course.

Andreas: But what holds up Atlas?

Orestes: He stands on the back of a turtle.

Andreas: But what does the turtle stand on?

Orestes: On another turtle’s back.

Andreas: But what does that turtle stand on?

Orestes: My dear Andreas, it’s turtles all the way down.

Every entrepreneur faces this conundrum as some point.

How will you succeed? How will you make money?

Eventually the answers fizzle out.

At some point you must stop asking questions and just have faith in your business.