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On Thinking Differently

Anarticlegotmyattention.

Why people fail to recognize the obvious.ApparentlyProf.namedDunningat


CornellfoundthatmostincompetentpeopledidNOTknowtheyareincompetent!
Onereason:theignorantalsotendtobeblissfullyselfassured,(Dunningbelieves)is
thatThe skills required for competency often are the same skills necessary to
recognize competency.

Theincompetent,therefore,sufferdoubly!Notonlydotheyreacherroneous
conclusionsandmakeunfortunatechoicesbuttheirincompetencerobsthemof
theabilitytoevenrealizeit.Infact,thisincompetencecanalsobedenialtoaccept
reality.(Obvious Adams)

I'msayingthisasapreferencetotherestofmy10min.becauseIwanteveryone
ofyoutoacceptanew realityandthisnew realityhasmanyfacets,asyouwill
learn.

On Thinking Differently

Socratessaid: a life unexamined is a life not worth living.I believe that a

business that's NOT constantly re-examined, is a business not


worth owning.

Whyisthesession(amI)relevantfor10valuableminutesofYOURlimitedtime
herethisWednesday?

For one thing:Over$10billionofvalidation/confirmationthatdivergentthinking,


funnelvision,connectiveintegrativethinkingpaysMonstersizeddividends!

For another:Successesin465industriesworldwide/i.e.Inc.500fastestgrowing
companies,topindustrycoaches,famousconsultantsandauthors,everythingfrom
bowflextoplanetfitness.AmdahlCorporation.consumer/b2b,oneshot/multi
influence,etc

Whats the benefit to you?Multipletimesmoreprofitfromactions,efforts,


opportunities,markets.Yourbusinessbecomesmorevaluable,satisfying,respected,
fulfillingfun!

Imknownforlookingatsituations,markets,industries,strategies,marketing
sellingadvertisingapproaches,businessmodels,revenueactivities,
problems/challenges/issues,opportunities,opportunitycosts,sunkcosts,hidden

assets/overlookedassets(bothtangibleandintangible),capitalboth
financial/intellectual,relationalDIFFERENTLYthanalmostanyoneelseinthe
room.

Whydo/howdoIdoit?Ormoreimportantlywhy could/should you

want to do it too?

Iamhopelesslycurious!I'vebeenattractedallmycareerunknowinglytopeople
inindustries,whofiguredouthowtooutthink,outstrategist,andoutsell,out
positiontheircompetitors.TheyALLlookedattheirrespectivesituationsfrom
fresh,newslantsthatfew/noneoftheircompetitorssaw

Igravitatedto..PeoplewhohadfiguredoutHow to Untangle Gordian Knots That


No One Else in TheirEver Even Knew Bound and Confounded Them.

Irealizethatineveryindustrymostentrepreneursareconfoundedbyknots,
puzzles,status quo thinking/acceptanceandchallengingbusinessdilemmasthat
theydon'tevengraspletaloneknowhowtosolve/resolve.Remindsmeofthe
quietdesperationquote

Irealizedthatalmosteverybusinessinalmosteveryindustrywasstuckand didn't
even know it

Overtheyears,I'vedevelopedapotent,ratherfascinatingwayofseeingthings
differently.Thisisbeenalmostentirelyinfluencedbytheconfluenceofbeing
exposedtocountless,inventiveentrepreneursfromcountlessunrelated
industrieswhowereutterlyobsessedwithgoingbeyondwhateveryoneelsein
theirmarketorindustrythoughtpossible(notjustaspirationwisebut
operationally/strategicallyevenperspectivewise).

Theyalwaysapproacheditfromthe360questionofwhat can I/should I do


thats either NOTbeing done or not being seen

TheperspectivethepeopleIseemedattractedtofeltwas Whatever
goal/objective they were pursuingit was like being part of leading a
revolution/crusade. Plustheyallhadanutterlyindefatigableenjoymentof
whattheydid.Andtheyfoundtheirworkhighlyworthwhilenotjustfor
themselvesbut for the marketplace they were doing it for!

Iquicklyrealizedinobservedcontrast,thatmostentrepreneursunknowingly,
unintentionally,undeservedlyLimit/restrict/impedetheirown(andtheir
business)abilityandperformancecapability.

Thatmeansbothperformanceofultimatevaluecreationto/fortheirmarketplace
aswellastheperformanceofthemaximumprofitandwealthcreationfor
themselves.

IhopeIcanprovideaclearwindowforyouoftheselflimitingrealitiesallyour
counterparts(not of course those in this room)experienceandhowto
benefit/capitalizeandseethensieze)allthattheyfailtoperceive!

Letmesharethefirst3rdofmyprofessionalcareer/life.Because,itwasprobably
themostre-definingofwho(and what)Iultimatelybecame

HopefullysharingitwillhelpYOUreexamineandrealizehowtolookatYOUR
situationfrommoreofaCATscan/MRIbasedperspective;sothattherereallyARE
nolimitsonwhatyouandyourbusinesscanaccomplish

AsIchroniclemylife,keepcontrastingmyadventuresagainstwhatIcallthe herd
mentality toalmosteveryindustryyoumaybeawareof(orbeoperatingin).

Startthinkingdivergently.Lookatproblems/opportunities/issues/challenges
throughdifferentpeople/industryspointsofviews.Funnelvisiontakesallthe
differentapproachesandparadigmsfromasmanydifferentunrelatedindustries
andmentalmodelsaspossibleTHENincorporatesthebesttogetherintoaanew
hybridamalgamorsynthesisthatpreemptseveryoneelseyoucompeteagainst

At17IwasveryimpactedbyMarkTwain'sTomSawyer.Hepainted fences.I
paintedfirehundreds.Pay$.50ahydrant.FoundteenagersIcouldpay$.25eachto
todoitforme,whyreadbiographies

18.Iwasinvolvingcommercial financewedfinanceheavyequipmentforfarmers.
Combines,tractorsandharvestersetc.Ourpaymentsbackfromthelenderwere
NOTmadebythemonth.But,ratherbytheharvestingseasonwhentheirmoney
camein

Charge card/notcreditcardbusiness.Whilethepeopleyouhadto
finesse/respect/makecriticalthinking/diplomaticlogic

Schloss familyspottrends?getinearlydoityourselfgascablechargecurrent

Truck leasing.Addingmaintenancetotheleasetripleprofit.Differencebetween3
extraMillsonatruckgoing1,000,000milesayearwasanextra$30,000profitper
yeartimes3yearsor$90,000.

Association business/smallaffinitygroupscouldn'taffordtheirownstaff.Butif
offeredhalfthecost6wouldeagerlyallowonemantobethereexecutiveandpaya
feetosyndicateintohisstaff.Hemade3timeswhateveryoneelsemadeinthe

Associationbusiness.Repurposedsalespeople,executives,documents.Restaurants,
grocery,meatpacker

Radio station.Packagedtogetherdesirableandlessdesirableassetsandyoucould
sell300%more+eliminatedogs.Perseverance/packagingtrips.Creating
buying/purchasingpoweratwill/diminishingasset/.1strowtickets.Trades.
DuplicatingAM/FMinfrastructure.Expiringasset.Commissionfree.Irrisistable
offer

Shavers.Noretailerswantedtobuythem.Soyouhadtodevisesomething
inventiveoutsideshaversthatwouldmotivate/exciteretailerstopurchase
Christmas/Father'sDay

ConsignmentdistressedisALWAYSopportunityindisguise.Distribution/accessto
marketcanberepurposed8track/curio

JW Gibson/don'tbuygrowthbusinesses.Bydyingbusinesses.Don'tpayfor
advertising/payforresults.Allowablecost.Multipledistributiongeometric.
Repurposeuniversalmanufacturingcapacity.Redeploymentofasset/band1/2
telemarketing/OSXIBMphototapereader.Getpeopleethicallyaddicted
trucks/advertising/yellowpages.redeployment

Icy Hotlotoflittlesproducesanenormousaggregatehardtokill.Distributioncan
bereused.Preemptallthenegativesbeforetheyareposed.Irresistibleoffers.I.e.
proposition:rettentionofALLmoney/commissiontomiddleman,backupsupply(
supercritical)logic.MoreicyhotBusterCrap/testingMartinGable.2ndchance.
Wives/husbandpersonalizedpicture.Someoneturnedyoudowndon'twalkaway
turnthatintoanaccessintroductionbilldistributionchainthousandmedia

Howard Hughes.Leasedontselldrillbits

Joe Karbo:Admitaweakness.Lowernumbersmorebelievable.Selfeffaceown
accomplishents.Maybemaybenot

Saturday Evening Post/Holidaymagazinebuyassetsnotbusiness.Lookfor


intangibleassetsoverlookedopportunities,unseenbyeveryoneelse.Loyaltyhas
enormousstoredvalue.Perceptionhasstoredvalue/transactionalcapability.Use
owneddistributiontocreatenationalbrand

Dry cleaningfixedcosteconomicsofscale.Repurposeeverythingatpremiumi.e.
hotel/motelUniformrental/matsmops/dustcontrol/leather/suede(5timesmore
profitable).Helpthemmarkettotaptheirclients/signs/tags.Reuseunderutilized
capacity/8track.licensewhatyoudevelopi.e.UNIFORM/master

Lead generatingpeopleonlyfocusonacquisitioncostnotqualityconversion/6
weekdelaytosavemoney.Ifyourepresentexpertiseandaskedgreatquestionsyou
yougetunhedginglywelleducatedbyexperts(whoareprospects)free.Everyone
didn'ttelltruth.Criticalmassprospectpipeline/systematicsequential
call/letter/calllettersellingsystem

Entrepreneur magazine.Repurposesunkcosts.Tradeintangiblevaluei.e.books
advertising.Multipleshort/longtermrevenue/businessstrategies.Turnorder
takersandthesalesmakers.Acquireexpertise/GeneSchwartz.DanRosenthal

Harvey Brodyhelpeveryonefreefor1staccesstothemailinglist/motherlode
freshmeatnames

Greased Chute/Suarez-early masterminds

Art Linkletter/WaltDisney/Kodakfilmbooths

IRIdon'tusegeneralmedia.Whosegotmarket?Powerofendorsements.
Truthincludingnegativeproduceshugecredibility.Repurposecredibilitymag
articles/newsletters/booksUseinfluentialwithanddirectaccessdistribution.Turn
fixedintovariable.SequentialmarketingOSX,bookofsequencing.Crossover
buyers.Seminartranscripts/tickets/outofprintbooks.GetVendorstofinance
marketing.Nonlinearmarketingpreempts.Cooptruth.Coloredgems.

Australian Bullion Company/govsubsidiestruthsoldentirejewelryinventory


$800gold/300market

Newsletters-Multiple upgrade/downgrade/reactivating
capabilities.Repurpose own

Phillips; Strategy of Preeminence

Dan Rosenthallifetimevalue,marginalnetworth,preemptivemarketing/risk
reversal/subscriptionmarketing/trial/reasonwhy/advantage
benefit/salesmanshipinprint/seeingsomebody'sphilosophy/experience/
contrastingtoabroaderspectrumofcontextclaudeHopkins.ScientificAdvertising,
MyLifeInAdvertising,TakenAtTheFlood(AlbertLasker)

Drew Kaplan:thedatatalks

Life insuranceyoufeltyouwereresponsibleforyourterritory.IFIdie/whenyou
do

David Gellerusemodestmoneytocontrollargemediadistressgetcontrolof
deals/makepeoplepartnersonperformance

Infomercials.Tieupdistribution/changingpropositionturndogintomoneymaker

Dave Wagonvordforcertifiedcheck.oneononebarter/triangulation

JW Gibsontelemarketing:makesomeonemanagerwhenhitbenchmarkgivethem
overrideonsalespeopletheybringin.Youhaveasalesman/managerleavethe
accountstaysandtherevenuecontinues

Hopefullyyouhadsomeeye-poping,perhapsmind-rattlingthoughtsasyou
listenedtowhatIjustsharedwithyou?ButWHATISthebiglesson/actionstep
instructioninallthis?

1stit'slookateachsituationdifferentthaneveryoneelse.Where'sthescreaming
opportunitythatnooneelsesees.

Where's the gapthateveryoneelseiswalkingover,around,oroutrightfallinginto


oravoiding,thatyoucanbuildabridgeover.Whatcanyouaddtoaheard
mentalityindustrythatallyourcontemporarieshaveneverexperienced/learned
about?

Reflect more deeply-expansively/dimensionally.Icallthiscritical deep


concentrated CAT scan thinking.Ifyoupracticeitlongenoughyougofrom
exhaustiontoexhiliaration.Stopaftereveryexperience,meaningfulconversation,

interactionbemoreobservant.Asyoureadarticlestakeenoughtimetoreflecton
whatthelessonyouarereceiving(but not perceiving)mightbe.Itcouldbe
somethingimmenselyadaptable,adoptablefromwhateveryouvejustlearned.

Couldbeareactionyou'reseeinginyourselfyouhavetoidentify(andextrapolate)
toseeifit'sareactionyoumarketoryourcompetitorsmightalsofeel.Itcouldbea
sideofyourselfthatyoulikeordon'tlike.Canbesomeoneyouinteractedwiththat
impactedyouandyoucanisolateanelement/attributeoftheircharacter/conduct
thatisverypowerfulyouwishtomodelorintegrateintoyourownpersonaor
conduct

Studyeverythingyoudon'tknowabout.A technique For Creating Ideas:James


WebbYoung.RealityInAdvertising:RoesserReeves.MyLifeInAdvertising.
ScientificAdvertising.TakenAtTheFlood.

Thepayoffwillbehuge:deliveringmultipliedresultsinleveragingeverythingfrom
yourfinancialyield,multiplyingyourmarketingperformance,transformingyour
industrypositioningandliberatingandanimatingyourentireviewoftheworld.

Bottomline:the world is a 3-D movie you can have the only pair of

glasses if you so desire!

DyerandGregersenresearchersfoundoutthatalotofinnovation
comesbackto associative thinking whichis,orcanbealearnedskill.
Thatistosay,ithappenswhenwemashupalotofideasorfresh
sourcesofinformation.

InthebookThe Innovators DNAtheysitethat all the relevant


research proves that innovators excel at connecting the
unconnected. Again, they engage in associative thinking.

Steve Jobs quote

When you grow up, you tend to get told the world is the way it is and you're supposed
to just live your life inside the world. Try not tobash into the walls too much. That's a
very limited life.

Life can be much broader, when once you discover one simple fact, and that
iseverything around you ( that you call life), was made up by people that were no
smarter than you. And you can change it, you can influence it, you can poke life and if
you push it, something will pop out the other side, that you can change it, you can mold
it.

That's maybe the most important thing. It's to shake offthe erroneous notion that life is
there and you're just going to live it, versus embracing embrace it, change it, improve
it make your mark on it!

Famous Apple TV and 1984

Here's to the crazy ones. The misfits. The rebels. The troublemakers. The
round pegs in the square holes. The ones who see things differently. They're
not fond of rules. And have no respect for the status quo. You can quote them,
disagree with them, glorify or vilify them.

About the only thing you can't do is ignore them. Because they change things.
They push the human race forward. And while some may see them as the crazy
ones, we see genius.

How else can you stare at an empty canvas and see a work of art? Or sit in
silence and her song it's never been written? Or gaze at a red planet and see a
laboratory on wheels?

Because the people who are crazy enough to think they can change the world,
are the ones who doApple Inc.

Howoftendoyouthinkdifferently?Howoftendoyoulookforsolutionsinnew
environments?