People who create a business. But so what? You're jumping one step ahead. They wouldn't be in a position to create a business and employ people if it wasn't for demand from society.
Clever companies help create the demand. We don't need most of the things we buy, but we buy nevertheless because the businesses convince us that we do. They engineer the story from latent pain into a vision on why we need their product.
The video really only tells half the story.
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