CHAPTER 6

The Quest

The final truth we need to explore is the truth about the quest (see figure 6-1). As I’ve said, there is no magic to the order in which you pursue the other three truths. In fact, they can be explored simultaneously if you like. But the quest needs to be done last for an important reason: you have to have a real understanding of the first three truths before you begin the task of understanding your quest. There really isn’t any more interviewing or desk research or data crunching that you can do now. After you have gone through the process of arriving at your first three truths, you have to take everything you have learned and turn your attention inward. Your quest is something that has to come from inside your company. If ...

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