Ben Gilbert

Right.

And Waymo.

That's why we say them every episode.

There's a lot of good frameworks out there for analyzing business strategy and this one just clicked.

I just read it and I was like, that is actually the complete list.

When did you read it?

You found the book.

I think it was 2020.

If I asked you in plain English, can you brainstorm all the ways in which a...

industry-leading company gets away with being more profitable than their competitor and gets to keep being more profitable.

That's the list you would come up with.

You might find other words.

We... Oh, it goes hand in hand with the durability.

If you're trying to study why is a business durable, the cause is the power.

You would have been sitting there for a year watching other things too.

I basically take a note in two scenarios.

One is, oh, I just figured out how that works, and that is so cool.

Like, when I learned how a mechanical watch worked... Yeah, you're the master of the, like, this is such a cool thing.

It was like... You got excited.

This is in some ways irrelevant to the business success of Rolex, but it will make my year to explain on air how a mechanical watch works and how an escapement is a thing.