Identity Based Businesses

A business can be:

• customer driven: boring businesses that solve an existing problem for an existing customer, validating the identities of everyone.
• product driven: they create a customer rather than serving an existing market. But the most important customer, the entrepreneur, remains unchanged.
• lifestyle based: they work to validate the identity of the entrepreneur & might distort reality for everybody else except the entrepreneur, via a reality-distortion product.
• demiurgical: they transform reality for everybody, including for the person making it, forcing everybody to forge new identities.