Exhibit 2: What Makes A Good What If?
The quality of a What If question depends on two criteria, the second being the inverse complement of the first.
To the question: could the What If be imagined without knowing the case? The answer should be no, otherwise the question is not specific enough.
To the question: can you understand the What If, and its relevance, without knowing the case? The answer should be yes, otherwise, the question is not universal enough.
Simply stated, the case inspires the question, which does not need the case to be understood.
Exhibit 6: The Story of the Disruption Word
On May 12, 1992, we published a full-page advertorial in the Wall Street Journal to announce our new strategic approach.
Below the headline, which read simply Disruption, a text explained our methodology. Disruption was launched.
Disruption Before 1992
It all started in Paris, in the 1980s, when many ...