The real aim of a startup is to change the world either in the smallest, unnoticeable way or at perceptibly larger way. When you do a startup, you want to address a problem and change the world by solving that problem. If you don't want to change the world, what is your startup trying to achieve? Btw, nobody reads books because they make choices for you, or teach you how to make choices. In fact, books don't teach anything if you are not ready to learn.