CHAPTER SEVEN
Pursue Heretical Innovation
As mentioned earlier, Albert Einstein once said that we can’t solve problems with the same old thinking. But he also reportedly said something even more enlightening: “If I had an hour to solve a problem and my life depended on the answer, I would spend the first 55 minutes figuring out the proper questions to ask.”1
To tackle challenges as vast as climate change and resource scarcity, we need to ask the right questions. We need to pursue a deeper level of innovation that challenges our own long-held beliefs about how things work. In my last book, Green Recovery, I introduced the concept of heretical innovation to capture this idea of exploring what we take for granted. If the questions we come up with ...
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