Beyond the Obvious

  • by Phil McKinney
  • Narrated by Ray Porter
  • 7 hrs and 24 mins
  • Unabridged Audiobook

Publisher's Summary

Generating and executing great ideas is the key to staying ahead in a rapidly changing world. It seems so basic. Why is it so hard to actually get right? According to innovation expert Phil McKinney, the real problem is that we're teaching people to ask the wrong questions about their businesses - or none at all. There has to be a better way.
In Beyond the Obvious, McKinney will help you use his proven FIRE (Focus, Ideation, Rank, Execution) Method to dig deeper and get back to asking the right questions - the ones all companies must ask to survive. Full of real-world examples, this book will change the way you operate, innovate, and create, and it all begins with battle-tested questions Phil has gathered on note cards throughout his career. Shared for the first time here, these "Killer Questions" include:


What are the rules and assumptions my industry operates under? What if the opposite were true?
What will be the buying criteria used by my customer in 5 years?
What are my unshakable beliefs about what my customers want?
Who uses my product in ways I never anticipated?
At once prescriptive and deeply challenging, these questions will reframe the way you see your products, your customers, and the way the two interact. Whether you're a company of thousands or a lean startup, Beyond the Obvious will give you the skills and easy-to-follow plan you need to make both the revolutionary changes and nuanced tweaks required for success.

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Customer Reviews

Most Helpful

A great book.

An unbelievable source of information .
This book should not be missing on anybody's shelf. Thank you to the author for an amazing work. These questions are phenomenal and so simple. A life changing piece of art.
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- mp

Book Details

  • Release Date: 07-02-2012
  • Publisher: Hyperion