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Think Like a Futurist: Know What Changes, What Doesn't, and What's Next by Cecily Sommers

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Chapter Seven

Phase I: Define

“Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to,” said the Cat.
—Lewis Carroll, Alice in Wonderland

Trends tend to send businesspeople into a tizzy. The ones who land in my office often seem in a state of panic as they articulate their urgent need to get in on the latest trend—now. We need a social media strategy. We need a Hispanic strategy. We need a green strategy. Or my personal favorite: We need an innovation strategy (hence the creation of this book.) But before I can guide them to a best answer, we have to slow down, step back, and figure out what I call a Best Question.

In the Introduction to this book, I said that to think like a ...

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