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

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

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.<br><br>In <b><i>Beyond the Obvious</i></b>, 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.<br><ul><li>What are the rules and assumptions my industry operates under?<br>What if the opposite were true?</li><li>What will be the buying criteria used by my customer in five years?</li><li>What are my unshakable beliefs about what my customers want?</li><li>Who uses my product in ways I never anticipated?</li></ul>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, <i><b>Beyond the Obvious</b></i> will give you the skills and easy-to-follow plan you need to make both the revolutionary changes and nuanced tweaks required for success.