But in the end, like Icarus in Greek mythology, flies too close to the sun, their wax wings melting and sending them inevitably back to earth. Neumann convinced investors that a generic office-sharing business could "elevate the world's consciousness" - and was worth $47 billion. Holmes recruited world-class bigwigs, including Rupert Murdoch and Henry Kissinger, to support her vision of a simple blood test that would revolutionize healthcare. Musk transformed Tesla - a struggling, niche electric vehicle manufacturer - into a company worth $1.2 trillion at its peak despite never making up more than 1% of global car sales. What was their secret? It's a concept that the eminent Princeton philosopher Harry G. Frankfurt described in his book On Bullshit. And it just might be the most crucial investment concept you have never heard of. | 
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