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Zig Zag: The Surprising Path to Greater Creativity by Keith Sawyer

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quest

The First Step

ASK

How the Right Questions Lead to the Most Novel Answers

 

The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.
Peter Drucker, management guru

In 1983 Howard Schultz was working as the head of marketing for Starbucks, a small Seattle coffee bean company. In addition to roasting their own coffee beans, the four Starbucks stores sold high-end coffeemakers, bean grinders, and other brewing supplies. In spring 1983 the company sent Schultz to Italy to attend an international housewares show, to find new, cutting-edge coffee equipment it could sell ...

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