Chapter 4
Skill: Divergence
The Garden of Forking Paths
We don't make mistakes. We do variations.
—A Sign at The Oslo Opera House
Greg Perry and Dino Pierone are the founders of Real Door, a thriving custom woodworking business in downtown Los Angeles. For years they've built a reputation with some of the most exclusive home builders for their one-of-a-kind doors and window frames using extremely high-quality, exotic woods. Their innovation is a woodworking process they invented called “Neverwood,” which creates a unique laminate with intricate waving patterns. It's stunningly beautiful.
That beauty came with a cost, though. One of their biggest challenges early on with the business was that every order they filled produced its own weight in ...
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