1. Goal = innovate
2. Incremental change = incremental growth
3. Disruptive thinking = A big change

Companies at risk: Successful companies often have an aversion to risk. Business leaders often lack the training to think disruptively. Where We Went: Start with a broad view, locate an area in which everyone seems to be stuck and nothing has changed in a very long time. An era where profit performance is average. It really should be more successful, more lucrative. Look for clichés identify the status quo. I want to disrupt the marketing industry by delivering an unexpected solution.

So if you want to change your life, start by asking what if?