People are used to living off what there is. We usually try to perpetuate (with small increases in value) models that have worked and generated a certain amount of success up to the present. That is usually enough.
But there is a problem; everything changes all the time, and therefore, what has worked up to now will almost certainly stop working sooner rather than later.
There is a bolder strategy. To live from what there is not. Anticipating change and making some “new wave” work. To invent. To create. To be different. To control fear and vertigo. Confront the established to subvert it and create a new value. To transform.