Chapter Eleven Kill the Idea
Choosing which ideas to focus our time, money and energy on.
There are some pretty terrible ideas out there that have somehow made it to the shelves, shopping channels and, pretty quickly afterwards, dustbins. Take, for example, the facial exerciser, a small spring device that looks like a deformed rodent skeleton you’re supposed to wedge into either side of your mouth and flex to work the muscles of the chin, neck and face. Apparently it gives users a more youthful appearance without the need for surgery and is ‘clinically proven’ to be safe and effective. It also makes the user look like The Joker from Batman. Surely ...
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