The problem with the saying “Apples of the world”

Lately, I’ve been hearing lots of folks say things like “Microsofts of the world” or the “ExxonMobil and Shells of the world”.  This is irritating because they use it in “plural” form as if there are dozens of these Microsofts or ExxonMobils.  It signifies how deep the fallacy of market sizes are when it comes to the overall assessment of opportunity.


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