6How a number gets to be a god
99Making something good versus making something sellable
7Where the spinning leads
100The thing reveals itself in the using
8The view from inside the room
101The integrity of the maker
9The treadmill that feels like running
102Chapter Twenty-Two — Serving, Not Using
10The burn behind the applause
103The two stances
11What this chapter is not saying
104Why the using-stance fails
12Chapter Two — The Story and the Spreadsheet
105The orientation beneath everything
13A field guide to the flattering number
106Chapter Twenty-Three — The World Outside the Ledger
14The surviving number
107The costs that fall on others
15The collusion of optimism
108The responsibility beyond the transaction
16How an honest story curdles
109Accounting for the world
17The cohort, and other instruments of truth
110Part Four — The Long View
18Chapter Three — New Bottles, Old Wine
111Chapter Twenty-Four — The Long Game
19The agritech mirage
112Why speed builds fragility
20The same pattern, three industries deep
113The compounding that rewards the patient
21What real innovation actually looks like
114Playing long in a world that plays short
22Holding my own work to the test
115Chapter Twenty-Five — What Breaks When You Scale
23Chapter Four — How Good People Build Bad Companies
116Why the good things don't copy
24The slide nobody chooses
117The metric becomes the master
25The room where no one owns the truth
118The dilution of the founding population
26Building a company that can hear bad news
119Building principles that survive your absence
27Chapter Five — Anatomy of a Collapse
120Chapter Twenty-Six — The Way You Pay
28The company that did it right — on the surface
121People do what they are paid to do
29Where the rot actually was
122Reward what people can control
30The collapse, and who was standing there
123The corruption of the perverse incentive
31What the anatomy teaches
124Pay as the architecture of character
32Chapter Six — Other People's Money
125Chapter Twenty-Seven — The Speed You Can Afford
33The weight of the entrusted
126When haste becomes harm
34The betrayals of stewardship
127The false economy of the rushed
35Faithful stewardship
128The discipline of sustainable pace
36Chapter Seven — The Lies You Tell Yourself
129Chapter Twenty-Eight — The Compounding of Small Things
37Why founders are built to fool themselves
130Character is built in the small
38The texture of self-deception
131The slippery slope is real
39The discipline of looking
132Tending the small
40Part Two — The People in the Chain
133Chapter Twenty-Nine — The Speed of Ruin and the Slowness of Repair
41Chapter Eight — The People Who Can't Negotiate Back
134The asymmetry
42The asymmetry that is built into the crop
135Why this should govern your caution
43What you owe the man who has to say yes
136Living with the asymmetry
44The infrastructure of giving someone the power to wait
137Chapter Thirty — The Deals You Walk Away From
45Why this is the hardest-headed business decision you will make
138The tyranny of the visible yes
46Chapter Nine — The People Who Move the Goods
139What the no protects
47The machine for transferring risk
140Learning to say no
48Designing for dignity, in the details
141Chapter Thirty-One — What a Business Is For
49The boss who has no face
142Profit is the means, not the end
50Why none of this is sentimentality
143The test of the question "why"
51Chapter Ten — The Work and the Worker
144The purpose that disciplines the profit
52Work is more than the wage
145Part Five — The Person You Become
53What the business can give
146Chapter Thirty-Two — Enough
54The lives you shape
147The hunger that more cannot feed
55Chapter Eleven — The Data You Were Handed
148The freedom of enough
56The most unequal exchange in commerce
149Deciding what is enough
57The two uses of a secret
150Chapter Thirty-Three — Luck, Humility, and the Fall
58What you owe the person who handed it over
151The luck we refuse to see
59Holding my own work to the test
152The arrogance that precedes the fall
60Chapter Twelve — The Manipulation Economy
153The humility that survives
61The industrialisation of a very old sin
154Chapter Thirty-Four — The Temptation in the Good Times
62A field guide to the small lies
155Why success erodes principle
63The danger is that they work
156The good times as the real test
64What it costs, on the side you cannot see
157Staying good when you can afford not to
65The harder, better way
158Chapter Thirty-Five — The Enemy You Choose
66Chapter Thirteen — The Promise and the Product
159Competing makes you better; destroying makes you worse
67Aspiration is not deception — until it is
160The predatory subsidy, revisited
68The lie of omission and the weaponised superlative
161What you owe the rival
69The promise as a debt
162The karma of how you fight
70Chapter Fourteen — The Price You Set
163Chapter Thirty-Six — When Something Goes Wrong
71The just price and the market price
164The fork in the crisis
72The price of desperation
165The cover-up is the crime
73The price as a promise about who you are
166What the crisis asks of you
74Chapter Fifteen — The Customer's Half of the Bargain
167Chapter Thirty-Seven — How to Fail Well
75The tyranny of the cheapest price
168The character revealed in the ending
76The consumer is not innocent, but is not all-powerful either
169The dignity of the honest ending
77A market gets the businesses it pays for
170Ending as part of the conduct
78Chapter Sixteen — Seeing From the Other Side
171Chapter Thirty-Eight — When the Bill Comes Due
79The blindness of one's own perspective
172Follow the money down
80The discipline of the imaginative leap
173The asymmetry made flesh
81The eyes that change the conduct
174The weight you are choosing to carry
82Part Three — The Things That Last
175Chapter Thirty-Nine — What You Hand On
83Chapter Seventeen — Honesty Is a Moat
176The grandfather's time horizon
84Three rooms where the truth is tested
177What actually gets handed on
85The compounding of a good name
178Building as if you will hand it on
86Chapter Eighteen — Trust as Infrastructure
179Chapter Forty — The Long Arc of a Name
87The hidden cost of distrust
180The name is the sum
88Every transaction is a deposit or a withdrawal
181The arc bends toward the truth
89The commons we build together
182What you will have been
90Chapter Nineteen — Money Isn't the Only Capital
183Chapter Forty-One — The Responsible Competitor
91The balance sheet that no one keeps
184Winning without the race to the bottom
92The capital you can't buy and can't fake
185The conscious businessperson
93Spending the wrong capital to grow the right number
186Epilogue — What I Am Trying to Build
