Chapter Four The Answer is in the Question

Why getting the best answer means asking the right questions in the first place.

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‘The only stupid question is the one not asked.’ Anonymous1

When Jorma Ollila joined Nokia in the mid 1980s, the giant Finnish corporation made toilet paper and wellies. Nokia Corporation was the result of a merger between a paper company, a rubber goods company and a cable company.2 Ollila became the CEO in 1992 and when he took over he asked, ‘What business should Nokia be in?’ His answer was mobile communications and, ...

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