How Leaders Learn

Chapter 12

Making 1 + 1 = 3

Learn to develop pattern thinking

Early in my career, when I was still working for an ad agency, I was promoted to managing supervisor for the Frito-Lay account, which included one of its biggest brands, Doritos. I was on the team charged with finding ideas for new flavors.

The original Doritos flavor was toasted corn. Nacho Cheese flavor followed, a big hit and an obvious extension: take the dip and put it on the chip. But when we began our research for the next great flavor, we started by looking down aisles other than the chip aisle, aisles that could point us in the direction of broader flavor trends. We found what we needed in salad dressing.

The bottled-salad-dressing business is about creating taste sensations ...