New York Magazine does a really good article on how various businesses from a yoga studio to Goldman Sachs make their money.
It shows further anecdotal support for the rule of thumb that an average, well run business is one that generates about 10% profit. High profit businesses are of two types: a) high risk, "winner take most" businesses where superstars rule (e.g., Goldman Sachs trading business, Nobu), or b) ones in early stage markets where risk and return are not yet well priced.
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