Book excerpt: Over the past few years, books like Zero to One, 10X Rule, 10X growth machine, Zero to IPO and many more have captured the entrepreneur's mind-space. They have undoubtedly propelled the new generation of entrepreneurs to think "Big" and "Non-Linear". The results are for all of us to see. Consumers have moved from being kings to emperors; however, the business results are a mixed bag, highly skewed towards the south. But, again, we are no one to judge. However, we believe that, based on the work we have done for the last 25+ years, the south skewness is because only a tiny portion of the businesses understand the relationship between thinking, execution, and its impact on the financial result. We try and decode these business genres(we believe running a business is like delivering an orchestrated performance every day, for years to come) and put forth the basis, the model and pros and cons of the businesses.