Not Knowing This Value Equation Almost Cost Me Everything as a CEO

Svyatoslav Biryulin

June 5, 2025

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A vacuum cleaner, value exchange, and business profit

Many come to business, dreaming of gaining a lot. But they should be dreaming of giving a lot.

I didn’t know that when I was promoted to CEO in 2004. I asked the shareholders: “What do you expect from the business?” They shrugged, grinned, and said: “More profit.”

So, I saw the company I led as a vacuum cleaner—designed to collect as much ‘magic dust’ from the market as possible.

And that worked—for some time…

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