Note: since I can't edit my earlier post, writing a new one (for future reference) which better reflects my earlier thinking. 1. s/eternal/age-old/ # replace "

Note: since I can't edit my earlier post, writing a new one (for future reference) which better reflects my earlier thinking. 1. s/eternal/age-old/ # replace "eternal" with "age-old" 2. s/form vs. substance/signified vs. signifier/ # I think signified-signifier[1] distinction is more specific and apt compared to form-substance distinction when it comes communication. Additionally if you're interested and want to "read" more on "business plans", I would recommend checking MIT's "Nuts and Bolts of Business Plans" course[2], at least the first lecture[3, 4] if you aren't motivated enough to go through the whole course. --- [1] - Signified and Signifier: https://en.wikipedia.org/wiki/Signified_and_signifier https://en.wikipedia.org/wiki/Signified_and_signifier [2] - MIT OCW - Nuts and Bolts of Business Plans: https://ocw.mit.edu/courses/sloan-school-of-management/15-s21-nuts-and-bolts-of-business-plans-january-iap-2014/index.htm https://ocw.mit.edu/courses/sloan-school-of-management/15-s2... [3] - Business Plan Basics - Lecture Video: https://ocw.mit.edu/courses/sloan-school-of-management/15-s21-nuts-and-bolts-of-business-plans-january-iap-2014/lecture-videos/part-1-introduction-and-overview-of-business-plans/ https://ocw.mit.edu/courses/sloan-school-of-management/15-s2... [4] - Business Plan Basics - Slide: https://ocw.mit.edu/courses/sloan-school-of-management/15-s21-nuts-and-bolts-of-business-plans-january-iap-2014/lecture-notes/MIT15_S21IAP14_Session1.1.pdf https://ocw.mit.edu/courses/sloan-school-of-management/15-s2...