Rhiannon Beaubien: So welcome to the Farnam Street AMA with Geoffrey West. We are super excited to have you here. I have to say we got so many interesting questions. I edited a little bit for clarity and otherwise we’re just going to start get through as many as we can and keep going. So we’re going to dive right in. Our first question was from Alfonso. What are the first principles to understand scaling? If there was one insight somebody was to take from your work on scale, what do you believe would be the most fundamental and the most useful?
Geoffrey West: Yes. That’s a tough one, because it’s in a way… I mean simple and tough. I mean it depends who one is talking to and thinking of. But I would say, in general, that when you think about scale, one of the things that strikes one immediately is that in common parlance scale is almost always interpreted as linear. That is that if you were doubling the size, everything doubles up kind of thing. And that’s sort of considered the baseline and the norm.
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