4. The chapter stresses that the business model aims to iron out the goal conflicts and dilemmas inherent in designing a business model. One classic conflict is formulated with the saying:

‘You can have two but not all three – but if you only have one, you have none.’

Dissect the more general meaning behind this saying. Give examples of dilemmas like this from, for example, the point of view of a bookstore or a fashion brand.