The longest lived businesses in the world aren’t the ones that were biggest in their day. Many of them are family firms, or small to mid-sized enterprises content with steady evolvement of their niche. Content with enough.
The freedom of enough is the freedom to say no. No to the expected, no to the conventional, no to the “no brainers”. There’s a deep satisfaction in such “no”s that the lure of future potential just can’t match.