Changing the world

The fourth step is to define a business model. To do this you need to answer two questions:

• Who has your money in their pockets?
• How are you going to get it into your pocket?

These questions lack subtlety, but they are a useful way to consider the reality of starting an organization - even, and perhaps specially, not-for-profits, which have to fight for money just to stay alive. You can't change the world if you're dead, and when you're out of money you're dead.

Guy Kawasaki, «The art of the start»