Chapter 4

Shift Perspective

Shifting perspective is essential if you are going to get innovation right. Your current assumptions are constraining your thinking, whether you're aware of that fact or not. In this chapter I show you how to challenge those assumptions by applying four techniques for shifting perspective that should put you in a new relationship to everything you thought you knew. From this new perspective, you'll find it easier to innovate successfully.

Your clients, competitors, strategic partners, and industry observers each have a sense of the value your organization provides. But is it the same value proposition you and your marketing team have worked so hard to create and articulate? Maybe not!

Can you work your way around to ...

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