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Seizing the White Space: Business Model Innovation for Growth and Renewal by A.G. Lafley, Mark W. Johnson

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2

The Four-Box Business Model Framework

The structure of language determines not only thought but reality itself.

—Noam Chomsky

In his seminal book, An Actor Prepares, the great drama coach Konstantin Stanislavsky tells the story of an actor asked to hide under a table; according to a stage direction, an imminent threat was just offstage. An actor’s job, of course, is to draw on his life experience to create real emotions and actions within the imagined confines of a script and a stage. This actor was trying to find the emotional motivation to dive under the table, but he could not convince himself that he was truly afraid. Unable to feel the fear, he couldn’t perform.

Do not think, the master teacher told him, just dive under the table and ...

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