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Ebook39 pages22 minutes
Beyond the Obvious: Book Review
By PCC
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About this ebook
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.
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 opposite 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?
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