CHAPTER 7

A Structure, Not a Script

Innovation is not the product of logical thought, although the result is tied to logical structure.

—ALBERT EINSTEIN

Ben worked recently with a client we’ll call Elaine, the head of the Americas for a software company. She was preparing to speak at a large industry event, and she already had two people assisting her with a script—one from PR and one from marketing. Her team members did exactly what they should have done—they prepared her with a message that was interesting and thought-provoking. The only problem was that it just wasn’t Elaine’s style. She became frustrated one day that the script just wasn’t resonating with her. She and Ben met (without the other two) and began to have a conversation about ...

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