4Listen:Start with Yourself,Not the Market

No question is so difficult to answer as that to whichthe answer is obvious.

—George Bernard Shaw

Chapter Four Key Messages

1. Holistic thinking reveals the biggest opportunities.

2. Our fundamental strengths provide threads to the future.

3. Breakthroughs begin with ourselves, not the market.

Think of the biggest assignment you’ve had. Now multiply the difficulty level of that task by at least three or four times. That will probably give you an idea of what Tina Christopoulou was facing a few years back.

Tina had to create five-year “roadmaps” for every business in the Colgate-Palmolive Corporation. We all know Colgate for its toothpaste. But the company also churns out dozens of different products, ...

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