Identity beliefs function like water to a fish - completely invisible yet defining everything about how we operate in business and life

Eben uses the analogy of a fish born in water that 'swims around all of its life, finds a mate, rears its young' but can't see water itself, just like humans can't see their identity beliefs that shape all business decisions.

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Eben uses the analogy of a fish born in water that 'swims around all of its life, finds a mate, rears its young' but can't see water itself, just like humans can't see their identity beliefs that shape all business decisions.