We all have our own cognitive maps, unique to us and determined by our individual experiences and history. Sometimes, these maps can be limiting—in business and in life. While challenging, having the courage and perseverance to see beyond the borders of your own cognitive map—and those of others—can lead to transformative expansion, innovation, and success for Evergreen businesses. In his presentation from Tugboat Institute Summit 2018, Arpad Molnar, Co-Founder and Managing Partner of Obsidian Wine Co., shares his experience building a business that has continually disrupted the cognitive map within his industry and has maintained a steadfast focus on the long term, rather than on short-term gains.