Beyond the Obvious

Beyond the Obvious

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McKinney, Phil Hyperion Books, 2012 Audio summary available
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In Beyond the Obvious, Phil McKinney premises that ideas are the most valuable currency in today’s business world, and that success depends on the ability to generate new ideas that lead to innovations customers want. Companies must know when past ideas go beyond the obvious and into obsolescence, and find ways to apply a “refresh” concept to create an environment of continual reinvention. McKinney has developed a series of “Killer Questions” that focus on a business’s customers, products, services, and operations. Asking probing questions to get beyond the obvious answers is essential to keeping the momentum of discovery and innovation moving forward.