1Business BreakthroughsDeliver Surprise

I doubt whether the world holds for any one a moresoul-stirring surprise than the first adventure with ice cream.

—Heywood Broun

Chapter One Key Messages

1. We’re wired to appreciate positive surprise.

2. Business breakthroughs deliver surprise.

3. Breakthroughs go far beyond products and services.

4. Breakthroughs aren’t just for business.

This may sound a little over the top, but breakthroughs are a bit like pornography. Allow me to explain what I mean. The late Supreme Court Justice Potter Stewart was once asked to rule on what made something obscene. In his decision, he wrote a simple one-line answer, “I know it when I see it.” Business breakthroughs often have this same unmistakable yet simultaneously ...

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