Life is a string of choices^[1]. Some are very intentional, like selecting ice-cream flavours on a sunny day^[2], some are relatively deliberate like picking a job, a mate, or a car^[3], and for some, our rationales appear blurred and we ourselves doubt our influence on our decisions, so for lack of better explanations, we call it fate, destiny, karma, or science. Still, for most situations, most of us have figured out how to make our choices in ways that make us feel  consistent with who we think we are (or who we want to be)^[4].

Today, I’m not going to talk about the seemingly “big” choices in life (or business)^[5]. Instead, I want to talk about a particular kind of choice that presents itself the moment we deeply care about an ideal, a cause, or a principle.

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