If you've ever dated a happy person, someone who was already happy before being in a relationship ... then you probably know there aren't many ways to make them "happier" than they already were. But there are a LOT of ways to make them "sadder". It's like a facilities management business ... your upside is limited, the KPIs are terse, and you're going to make lower margins than, say ...
... a property development business! Because when you sell novelty, and adventure, the upsides are not very well defined, and many different things can count as success in the short-term, even if they get ironed-out and thrown away or renovated later.
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