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Beyond the Obvious: Killer Questions That Spark Game-Changing Innovation

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mckinney, phil
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Generating and executing great ideas is the key to staying ahead in a rapidly changing world. It seems so basic. Why is it so hard to actually get right? The real problem is that we're teaching people to ask the wrong questions -or none at all. There has to be a better way. In Beyond the Obvious, McKinney helps the reader to dig deeper and get back to asking the right questions-the ones all organizations must ask to survive. Full of real-world examples, this book will change the way you operate, innovate, and create, and it all begins with battle-tested questions Phil has gathered on note cards throughout his career and shared for the first time. * What are the rules and assumptions my industry operates under? What if the site were true? * What will be the buying criteria used by my customer in five years? * What are my unshakable beliefs about what my customers want? * Who uses my product in ways I never anticipated? These questions will re-frame the way you see your products, your customers, and the way the two interact. Whether you're a company of thousands or a lean start-up, Beyond the Obvious will give you the skills and easy-to-follow plan you need to make both the revolutionary changes and nuanced tweaks required for success.
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