Chapter 1: Crafting a Disruptive Hypothesis: Be Wrong at the Start to Be Right at the End

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“What would happen if we sold socks in sets of three, where none of them match?”

“I love tackling lazy industries.”

—Richard Branson1

It all starts with a wild question: In Hollywood, it might be, “What would happen if a shark swam into a beach resort and attacked a swimmer?” Jaws. In architecture, someone must have wondered, “What would happen if we put the plumbing, electrical services, and air vents on the outside of a building instead of the inside?” Pompidou Center, Paris. In fashion, “What would happen if we sold socks in sets of three, where none ...

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