"The end does not justify the means. If we try to be someone we are not in order to achieve a result, then the result cannot help but be something other than what we intended."

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The idea was not to make a huge business, because the bigger you get, the more restraints I thought I might get. Number one was to do what I set out to do: make new and interesting things within the size of the business that is possible to do without restraints. The second goal was to do the business in order to achieve the first goal. That's what many people don't understand.

— Rei Kawakubo