CHAPTER 4
To Change the Way You Think, Change the Way You See
by Adam Brandenburger
“Think Different,” said the famous Apple advertisement. Excellent advice, obviously, to all creators, innovators, and entrepreneurs.
But, along with thinking differently in order to come up with revolutionary new ideas or products, there is also seeing differently. Great creators, innovators, and entrepreneurs look at the world in ways unlike many of us. This is why they see opportunities that other people miss.
The story of Velcro is well known. A Swiss engineer, George de Mestral, decided to look more closely at the burrs he found clinging to his clothing after a walk in the woods. He took out his microscope and saw that nature had designed hooks on the burrs, ...
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