Incremental solutions can no longer help us navigate beyond 2020. But if bold 10x thinking is required, why do competitors still rely on the narrow lens of product/service design briefs and short-term methods to tackle tougher issues? Remember Maslow’s Law of the Instrument: If all you’ve known is the hammer, then every problem starts to look like a big nail. They can’t help it.
Discovering the right questions to answer before your rivals do is the new competitive advantage.