Choose your adventure based upon your role

Rationalize after acting, not before

“there are far more good ideas we can post-rationalize than our good ideas we can pre-rationalize”

Ask why, not what

“why is inordinately more valuable than what and yet businesses spend 90 percent of their time effectively asking a what”

Don't test what everyone else tests

“don't just test what economics tells you to test because all your competitors are doing that anyway you won't find anything interesting”

Solve it sideways

“there are lots of ways you can solve the problem by simply recontextualizing it and adding new variables to the mix”