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Actually I don't think the author was trying to be super prescriptive. His writing is actually pretty muddled, but the main points I got were:

1. Focusing on your idea of ideal business rather than just running the business can be constraining in a way that kills the company

2. Maybe that's ok, because maybe your team doesn't want to optimize for business at any cost vs. a defined mission

I think some rewrites would have helped with this article