101 Design Ingredients to Solve Big Tech Problems

Ingredient 81.

Be Unreasonable

Why not be perfect if you can?

“The reasonable man adapts himself to the world. The unreasonable man adapts the world to himself. All progress depends on the unreasonable man.” —George Bernard Shaw, playwright, and cofounder of the London School of Economics

The Problem

Companies don’t offer enough value to customers, so they achieve little growth.

The Solution

Push the limits. Believe you can change the world and set out to do it.

• Be ignorant. Too much knowledge makes teams and businesses play it too safe. Under certain conditions newcomers can produce innovation in areas they are exposed to. Use your ignorance of a ...