We’ve reached a point in time when everyone wants innovation, but most people don’t know how to actually attain it. It’s not easy, which is why there are so many failed brands and companies. In our era of AI, rapid change, disruption, and possibility, there are so many great opportunities within our grasp. However, smart, successful people consistently miss out. Their capabilities are limited by seven traps, and they rely on and repeat past decisions. They miss out on the potential of what could have been. If we could remove these traps, what could we accomplish? How much more successful could we be? Today’s book teaches us how to think disruptively, providing specific steps to create real innovation and change. It combines our guests high energy provocative thinking with tactics that have been battle tested through projects with leading innovators like Disney, Starbucks, Amex, IBM, Adidas, Google, and NASA.
We welcome CEO of Trendhunter and author Create the Future and the Innovation Handbook: Tactics for Disruptive Thinking, Jeremy Gutsche
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Is she was brought to you with thanks to microsoft for startups we’ve reached a point in time where everyone once innovation.
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Most people don’t know how to actually attainable it’s not easy which is why there are so many failed brand companies.
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And our hero is a rapid change destruction and possibility there are so many great opportunities within our grasp.
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Whatever smart successful people consistently massage.
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Your capabilities are limited by seven traps under rely on and repeat the decisions i am so sad on the potential of what could of been.
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If we could remove the straps were can we accomplish how much more successful could we be.
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Todays blog teaches hundred and pink disrupt of providing specific steps to create real innovation and change.
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Looking blinds are guests hi energy production of thinking with tactics that have been tested to projects with leading innovators like disney.
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Starbucks american express ibm i didn’t ask google and NASA we can see trends hundred.
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Author of create the future the innovation hamburg tactics for disrupt of thinking dreaming gucci welcome to the show.
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What is very much for inviting me it’s great great tell me a great way to start would be to your mission work was initially inspired by your father when he spotted a simple form of hard work plus and overlooked opportunity.
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How’s the beer old boy
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for me of always wanted to be an entrepreneur entered of the into the history about my dad use little boys businessman and he eat anything that hour is inspired me know his
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new immigrants to canada and how much delivery no1 bedroom house with these two brothers and his parents
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always a while because my grandmother was a chef.
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And that one day she’ll come to the grocery store and there was the craft philadelphia cream cheese and she was unlock when he took a great big bite out of it,
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so when it was modified ran over a grabbed him by the neck
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then probably start thinking what she can even say she marches over the store keeper and then,
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just thought of never place as i copy his kid stealing is your okay.
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And they sentenced him to a man of sweeping the floor after school and when he did that even though he was only eight years old.
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You started noticing something really weird which is better at the end of the week the grocery store with throwing away food that look good enough maybe they eat by nine good enough to sell and that seemed really weird is a poor kid from a poor neighborhood,
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we struck up his first business deal which was to sweep the floors for the rest of his hey if you got caught in exchange for the leftover scrap food that you will then sell the lights,
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his name is quora neighborhood and a lot of that so i only ate a pepperoni sandwhich is the first kid on the block with a leather jacket and a BB gun,
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expand his childhood empire
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any other career obscene downs did i get into in the book but entirely what he was motivated by was how do you find over opportunities and people and places things like those,
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scrap vegetables that others were willing to discard.
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And as a kid for me that live singing entrepreneurial father who i wanted to.
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Me late but also he wanted to raise of the laundry printer so you would go through magazines with me and we would go through hundreds of magazines and we would flip,
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who did matter what category magazine by the way you could be on fashion tech,
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design architecture cars it could be any category what we would do would like to the section with new inventions,
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anyway say what you think about that invention how would you make a difference what would we do if we wanted to build that’s what parts do we need what would it cost what would the reader of this magazine what would she think.
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Make all these product types so i wanted to be an entrepreneur so badly when i done hundreds of these product types crying up
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when i was in an elevator and hard i was ready to listen to show actually got stuff to find idea and so that.
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Turn me into a career of corporate innovation invention iron and innovation in a billion dollar business for a bank,
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which sounds cute but i guess for myself i would just imagine finding my twelve year old child me and you got to be a pain like no what about the entrepreneur dream,
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and so back in about two thousand five.
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I started teaching myself to code and a code that upper website that would be pretty much just like that magazine exercise with my dad and it was a place where people from around the world could come to share ideas caltrain hundred dot com,
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who is lee i thought maybe a trend hunter in europe or train hunter in asia would submit a little business idea that would inspire me to start something back home in canada or maybe in the us.
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Expect traffic will go from thousands to millions to billions and you know this is pretty early in the game two thousand five before facebook before you tube this little website started getting.
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Is billions of years button but you know business model attached to it and so.
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Around twenty eleven i started turning it into watch more research to an ass when we really started taking off is a business in india now if you had a chance to work with ulcerative.
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Innovators rock the boat seven hundred grams on.
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I want to buy from all of the meeting ten thousand projects we’ve done now and that is what the book great the future is all about as what we learned from working with so many people in their quest to push just a little bit harder to realize your next ideas
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so close within your grasp mother passed of opportunity you could be on
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what are the things blocking you from your true potential and in after twenty years of ask that this book is meant to really be to bring all those tactics in the one spot i love that i love the way words example.
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What’s your father told encourage you for the rest of your life and you didn’t submit to that corporation,
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world just didn’t feel right to you as well i mean you really have this mission to change the world and change people thinking let them following this idea of action they would come to its one of the seven drops
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what we talk about will you say many people claim culture is the most important parts you need for innovation.
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Would you highlights that even more important is the ability to change.
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You know how can your funny example call trade strategy for breakfast people that some people draw quote in and and culture is the core of being able to have a environment where people who innovate,
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are there a lot of companies which cultures that totally disrupted your there’s a quality you hear lot of these examples um,
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kodak blockbuster smith corona where they invented something because i missed out,
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i’ve got a step further and interviewed all these people i interviewed the team at blockbuster the pioneer online video streaming cotton netflix and six months i interviewed steve’s ass and the guy from code invented the digital camera and seventy five.
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What am i found in dads more what i find interesting is minivan really like the culture there anywhere was actually supportive af,
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The witness would be the ability to change so i take the example of kodak steve simpson invented this digital camera.
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Seventy five by nineteen seventy six east out of paper and how we will share photos over the phone lines in store photos on an effectively desks,
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they had nineties website where you can share pictures of your face socially with your friends like a decade before facebook.
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Nm yellow black and white wire go bankrupt and they take it over and he gave me the squad which is the company’s great culture can be seen to its own destruction,
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any his interpretation of bath.
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He said what happened is kodak was a great culture what is brandon its internal motivation without really doing one thing what was the perfect kodak quality prints,
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np eating fuji having a higher quality image and fuji anymore so proud of being number one still good it just kept on a rocking out better silver how i feel man,
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hey paper and got
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nothing really wanna take advantage of is his new thing and anime similar stories from other brands i think whats interesting is the ability to changes is really what’s the starting point and so often these kind of brands are smart people
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have the ideas within their grass
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your intelligence your own success can actually block you from adopting because you done your current type of products so many times did something that’s just a little bit off
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can see my kids destined to fail if you just know what you feel like you don’t realize that new ideas or awkward little babies that need a little training attention refining to be as good as the thing you been
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generating hundreds of times before me and let’s what is the truck to talk about his day strap of success that can catch us but lets use that jump into the book.
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When was the kid use to watch the movies showing in the picture they had this
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orange gold pigs in space and i much prefer your terminology of horses in space because who’s this to explain why we are much more dependent on and off and limited by the past that we might think we are
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add something to the story than what is in space girls like is there are no horses in space from who,
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being a smart and successful clever person should expect that there are precisely two horses in space and we’re talking about horses in space you should expect them,
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b four eight and a half inches wide and.
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The reason why you should expect that is because that’s what that was used to determine the winner of NASA solid rocket boosters now.
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It was in quince a dental that the rocket boosters are based in the winter of two horses it’s specifically because of it being the way i have two horses.
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Can you understand this riddle you’d actually have to go really far back in time in wikipedia and you have to go back to the edge of the roman empire the romans have the greatest land because they could patrol batman
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where is rome in the area the wards your hands robot.
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What’s the highways are against the road of the dirt half ways of your creating rocks everywhere,
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you are a little far am driving a little wagon through the fields and through those rough you a break a wagon wheel
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your whatever farmer you would measure the width of those rods to make your new wagon the right way as what’s your learn that the rugs were space,
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what would happen is a part just like the roman chariot pretty soon everything with the wagon makes the wagon for fun and a half inches wide.
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Then humans are europeans invented vegan ways which are cards that are paid on rails by horses in and out of the gold mines and they decide to put those wheels.
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For food and half inches wide,
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europeans then make the first trains and put them on tracks are four for a half inches wide americans are not connecting their tracks to europe are they still made them,
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forfait and half inches wide pretty soon we got all of the train tracks to make room for bigger better faster trains it still went on track star for friday to have inches wide.
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Some trains go hundred miles an hour on track center for eight and half inches wider some experimentation but generally and so but nothing needs to ship the solid rocket boosters from utah to florida three months but the money train track.
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What is the weather
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what happened is why now if you take a look yall noticed that the solid rocket boosters overlap the wit the tracking little bit it doesn’t change the fact that the wind was determined loosely find the weather up to
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Wow even know that just cant possibly be the perfect with a rocket booster in space.
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No that’s and goes to show you that were more dependent on their past decisions and we like to think.
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All these little appetizer decisions become standards when it make sense to follow the standard and pretty soon we’re making things for space please send the weather.
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Horses you know there are no horses in space.
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That would be stupid and probably worse off when it is america i like to use when talking about.
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The path we get stuck on and in particular i use the term comp dependency which comes from the nineteen fifties and create a future i use that is the parking metafora
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i want to submit the different paths i have the straight wraps of dependency which causes declined the password weather is.
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Who dat deciding to keep making better digital prints or better print instead of digital or in your own world sticking to that job at career that core product that service and having blinders on
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set the block you from seeing the potential of other path leads where is reading this product i was thinking about you know those images of places like india where
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the commute is horrific we have people hanging of the rooftops of the trains etc and it’s all because of that four foot in a half inches wide
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dependency on the pipe is huge and the pants forge by the horses are lovely metaphor for the mental pounds ways.
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We forge new episodes d seven drops of dependency and i think if we go through all of them today we have a fantastic show.
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Let’s start with the first drop in this is the one that you notice is that the young child put on your father.
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The certainty of opportunity and illustrate this one brilliantly what the story of tony on the ipod.
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I am tony and he wants to be in the technology field is really really hard and pretty soon it becomes a chief technical officer and philips electronics,
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is in charge of strategy and new ventures his job is helping philips figure out what they should invest in.
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One day he’s got an idea i’m so excited about it a little device that uses a hard drive in,
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i need so excited i need a size to go out on his own and try to make his little harddrive idea a reality but the hardware is expensive
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he spends two years trying to get a refund or make it where i can found some fails and finally.
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Filing give up on its little dream is gone again and a job to pay the bills.
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Who gives up till he goes to see if he knows he said hey i want can you all my intellectual property you can have i been working on if you just.
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Are you the one that supports me on working on this idea for your company and one of the co says okay will do it but here’s the catch we have five hundred million dollars of that
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twenty million in cash in the bank and we are you know in a period of your self this is like a shot in the dark and where does it.
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Except that accepted a contract.
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And finally they make the prototype he’s so excited he gets on a plane you don’t know me all prototyping if it’s been probably cost ten or twenty million dollars that mail that you get on a plane you fly with it.
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Add to you see l not get off the plane and realised it slipped out of his pocket oh my gosh.
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How to know you doing it all united airlines turn around and laugh my baby on a plan or something and its a good thing they did because the friend was steve jobs.
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Turn on type was the ipod and that would go on to become iphone,
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now it’s a fun little back story for you that shows the struggle for toni who will then lead the iphone division and it shows you how long the way the guy spent years trying to convince people.
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Even when apple made it and important little pizza history is there a free wind in time you and i might of seen the potential of an ipod.
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Yeah take me from me.
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Look at the other industry experts the billionaires the CEO of the competitor companies people that are the best in the market.
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We’ll see other ideas as operator clumsy.
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Dismiss them support example motorola chief technical officer said that the iphone was nothing revolutionary motorola already did all those things and they are found in a much larger in space.
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Toms billionaire sad to PC companies are just not gonna figure this out.
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Steve palmer right forty billion dollars said u microsoft sky is no chance nokia of technology,
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i had a billion customers at the time of billion phones out they’re active set with a mac apple remaind you should expect the same with ma with mobile phones,
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blackberry sad what was all of the others and all of the excitement that apples drumming up
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customers are now coming to the store but then living with a blackberry what apple is actually done is increase our sales leads from michael’s heart is one of the two billionaires
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who can find a black three xl that’s amazing let’s everyone of them looking and thinking.
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I want to figure this out or get too caught up the walk at the distribution rights with being of the horizons of the world they will have people allowing them to take out much better than with just what the figured out the problem is
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when you re feeling good any market you tried so many different little things there anything else by comparison and sort of seems clumsy,
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you a different example that i can do it quickly would be to say that smith corona made thousands of typewriter is over a hundred years
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favorite show got it anyways typewriter
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there typewriter started having spell check search and replace saving onto a desk and then finally they tried making a computer that had it on the shelves in nineteen ninety but the computer logged clumsy external hard drive or external whatever
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you now access to our clients like i want to plant some multinational corporations and bags like that typewriter see you know what
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they give up on the computer business names and another joint venture partnership is it seem to clumsy.
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And three years later they declare bankruptcy and then joint venture partner.
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Hacer who made band and goes on to become the second largest PC may third world and i can give you,
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what are the examples i got a couple thousand in the box with the plan would be that the brightest people in industry so often miss out on an idea that others would see potential in life the iphone,
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when you’re in that space you can see everything wrong with it.
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And so you think you know more than you can catch up if it has any traction etc so that’s the first track which is the capital t.
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Add new opportunity the other side of me is a lot of startups and founder’s lesson to the show.
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Its tanned idea that keep going you will be rejected many many times you mention hotmail amazon apple linkedin salesforce in google.
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What i loved the story you mentioned.
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I am this really encouraging positive words of james marshall as a guy named james marshall you know you wanted to do was bf.
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Musician but always liked her friend had a ten man how to read is there currently a startup wants to still do at night taking the lessons whenever sweeps and trying to be a musician.
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Pushing hard to remove the tennessee is there doesn’t where is the nearest to london is just kind of failing along.
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Any one day hes playing in the bar any and then depending the bar.
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And happens to be the monkeys and they are just there for a pint and they email i can catch up to me saying hey im like.
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We actually i’d like you to come on tour with us and its like wow that would be on to the monkeys in back button the monkeys are getting.
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Twenty thousand people at stadium i’m actually no i would like you to open for us.
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Super excited and goes up and gets in front of his crowded twenty thousand people and places first song it’s kinda weird it’s quiet it’s not like with the monkeys bad he said play the second song and he’s going.
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Quiet remember the third song it’s different because they all start to need glue off the stage.
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Monkeys go to james and they say hey james marshall but you don’t worry about it i just keep going and next show me different price of your knock show it is different people start doing after the first song.
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So you keep trying at it.
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Add contact for concerts of concerts and finally it’s this six concert and it’s completely different because when he gets on stage debut before he even played a song or did travel.
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So yeah hey hands up.
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Run is guitar legend sassy flip the bread to the crowd and then quit altogether and access story bill gates.
00:22:09.953 –> 00:22:24.107
Just kidding that’s the story james marshall jimi hendrix can come on to become the greatest rb the greatest rock and roll star in highest paid this time but interesting lesson.
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Im price of your hands because hearing is music for the first time is tens of thousands of people just felt it was so different and it was too much for them to handle when they’re expecting something different and.
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That’s the very same song TV singing with going to be many of the classics the classroom hundred song said now strike social and emotional quote with olives today and what you’re talking about.
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Apple and google all getting rejected dozens of times from venture capitalists.
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What talking about jimmy hendrix getting rejected when people first listen to music.
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The reality is that it can take people time to get their head around this new ideas and can take a while to release him polish them out before they become something.
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Can’t really realize potential but next re up we all fall victim to the mother who are logical short-cuts.
00:23:18.127 –> 00:23:23.603
And when i was reading but this reminded me of a quart of walt disney company that you work with.
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Every child is born blessed with the manager nation could just as muscle grows flabby with this you so right imagination of a child.
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Pay bills later years if he or she ceases to exercises.
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I’m back came to mind as i read about your niece and her love dinosaurs there’s an interesting little
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issue which is that we become more intelligent overtime but the way that we become more intelligent is that we start the plastic outside and processes week
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add we will highways no brand called pathways
00:24:03.282 –> 00:24:11.495
am i late is white matter in your branch and any concerts forty percent of their brains mass what happened is the first time you do something.
00:24:11.681 –> 00:24:21.479
Make a little girl amp else if you practice it again and again you bring paper zillable maryland parkway a visible white fatty tissue and then the next time you do that,
00:24:21.566 –> 00:24:31.525
i am looking for faster is the impulse knows where to go u practice something again and again and again and again and pretty soon some of your pathways could you do things,
00:24:31.603 –> 00:24:46.055
hundred times faster hundred ten easier than before and also that that’s an aspect of it but let me make it really simple and show you how this plays out in a circle ascending order from simple things too complex thanks something simple.
00:24:46.691 –> 00:24:53.554
Cross your arms as fast as you can i know you’re homeless knew that sounds really weird but just cross your directly.
00:24:53.884 –> 00:25:06.157
These guys in pontiac to try this if you can and show you something now i’m cross your arms shake it off and have to do this to really get the impact of what the lesson is now faster you can.
00:25:06.676 –> 00:25:10.451
Cancel alarms but the opposite way cross your arms the opposite way.
00:25:11.402 –> 00:25:19.516
It’s not that’s not a very complicated thing to have to do for the second time you had to think through the steps.
00:25:19.621 –> 00:25:26.277
Because you did not buy and pathway to cross your arms the other way is it something you practice all the time would you probably don’t.
00:25:26.733 –> 00:25:36.323
Oh that’s basket but let’s go one level higher i’m not doing exercise another thing from the sixties in psychology but feel turn of uses test.
00:25:36.627 –> 00:25:46.478
And take an object can ask people what else could you do with it so example would be a paper clip and this is the one that was my nice vs vs the rest of us in a little.
00:25:46.583 –> 00:25:50.664
Video on my dad but it what you do the paper clip.
00:25:51.417 –> 00:25:58.667
And dont even try this with you team try this with you team i calling family but i hear kids just yet.
00:25:58.781 –> 00:26:09.353
And ask them what you can do and i can tell me what people come up with because ive done this more than a hundred times and i get them to go forward to the newest average guy gets to ten to fifteen ideas
00:26:09.242 –> 00:26:15.780
are there surprise them by putting up a slide that was already made that already had all their ideas and here’s what people say,
00:26:15.850 –> 00:26:22.784
you can pick a lock you can make a weapon you can clip paper together you can make an app surabaya wait something nicer.
00:26:22.889 –> 00:26:33.569
You can make your hands sometimes people say you can pick your teeth with that you can make that you can trade it for a house you can have a fidget toys you an email.
00:26:33.683 –> 00:26:37.449
I’d like a map with a good number the one c made been taking off the top of your head.
00:26:38.022 –> 00:26:47.612
Here’s what’s interesting if you take that same question can you bring it to a six year old child summer book a test with my niece.
00:26:47.871 –> 00:26:50.007
Come up with two hundred ideas.
00:26:50.229 –> 00:26:58.037
Two hundred and their ideas will be unfounded by the simple notion that you are not in others.
00:26:58.169 –> 00:27:02.286
Robert twist things we’ve done a seen before,
00:27:02.355 –> 00:27:10.514
that’s because of my arm in one size to be faster and so it access the connection that knows,
00:27:10.556 –> 00:27:17.419
and your very first ideas of what to do with the paper clip things that you’ve seen or done before instead of pure rock rate.
00:27:18.208 –> 00:27:29.590
How to paper clip its one more complicated than crossing your arms but it starts really illustrating what are my learning pathways make a faster make things smoother better more consistent,
00:27:29.623 –> 00:27:37.305
why they also make us stubborn complacent in dismissal of new ideas and.
00:27:37.590 –> 00:27:39.817
In the example of the paper clip.
00:27:39.913 –> 00:27:49.989
You start to realize that you do this with your team vs your kids and start to see how this impacts you dial this up one more level to your courier.
00:27:50.094 –> 00:27:55.769
And you won’t how kindergarten kids they’re pointing out the other ideas are missing
00:27:55.730 –> 00:28:02.871
what you will start to realize that you gravitate the path you’re on can you tell me miss out on other opportunities
00:28:02.850 –> 00:28:17.644
who created get to those opportunities would be to routinely do something like a workshop where you are trying to look at your problem from multiple perspectives how would the total be unrelated company approach this problem how is facebook doing what apple doing
00:28:17.524 –> 00:28:25.827
how would uber do it and not the company’s financial market but just trying to think of construct like that
00:28:25.761 –> 00:28:28.807
get you to look at your problem from a different perspective.
00:28:28.939 –> 00:28:37.296
Maybe a good idea for me brainstorming but even if you don’t your training and pathways to be better at.
00:28:37.473 –> 00:28:41.671
Trending episode of train your brain to look up problems from different perspectives.
00:28:42.181 –> 00:28:50.781
Which brings me back to your disney quote and this idea that that’s the way you do exercise that muscle in your creativity to everything that creative.
00:28:50.986 –> 00:28:58.929
Ra potentially had a child just a reminder that show is boring by myself for startups and the third trump jeremy talk about.
00:28:59.115 –> 00:29:01.251
Is the of inaction.
00:29:01.401 –> 00:29:11.388
We can be also busy optimizing the iceberg on which we stand to not notice that there melting and hear you tell the best organizations in the world,
00:29:11.403 –> 00:29:18.878
i always paranoid and by that i mean they have a finger on the pulse of disruption and the perpetually feel urgency,
00:29:18.947 –> 00:29:30.986
interesting lately i’ve had a chance to work now worth about seven hundred and fifty rand billionaire ceo’s world leaders over the course of the last decade and a half,
00:29:30.992 –> 00:29:36.810
no turn them off and then i’ll play hi i got into it and deleted scenes take quiz,
00:29:36.825 –> 00:29:44.003
i’m ready to know about that one some words back in two thousand eight accord exporting chaos which was about how chaos.
00:29:44.108 –> 00:29:55.031
Create opportunity times and procession in bloom in crisis intimidated that’s actually the most iconic brands rock and for him during times of a session as an example.
00:29:55.595 –> 00:30:04.294
I disney apple CNN fortune magazine hewlett packard uber or airbnb are companies founded during the period of a recession.
00:30:04.390 –> 00:30:09.029
Because this time price of change create new opportunity and yet.
00:30:09.134 –> 00:30:21.344
Most of us get a little too conservative to realize the opportunity so this is what i study and when i publish that book in two thousand eight the world especially america will need a crisis in two thousand nine ten eleven twelve
00:30:21.314 –> 00:30:32.165
i was in the right place at the right time and also i was the sky i started having this super rare opportunity to one day after another and the different see all the different co
00:30:32.036 –> 00:30:33.929
and i learned a ton from it.
00:30:34.341 –> 00:30:43.346
N one of the ways that i would say is that i think that people put themselves in one of the three boxes three categories of self perception.
00:30:43.460 –> 00:30:52.510
You think that were terribly bad situation if things are going well with your super paranoid about staying number one.
00:30:52.795 –> 00:30:59.838
How is the web portion of people from those categories i think maybe two percent of companies following that.
00:30:59.952 –> 00:31:11.388
What paranoid we need to stay number one category i need my companies like google where you see them consistently having failures they’re trying hundreds of different things not everything works.
00:31:11.619 –> 00:31:20.948
But they don’t care because they’re just so paranoid i’ll try anything to stay number one on the other end maybe there is a twenty percent group that’s in that group it.
00:31:21.486 –> 00:31:31.382
Things are going to sleep but i had noticed that group is really good at trying anything and i started working with domino’s pizza in two thousand ten or eleven.
00:31:31.883 –> 00:31:37.341
Stock price was down ninety percent and they feel that they’re gonna totally collapse.
00:31:37.501 –> 00:31:41.932
But then what happened is because of that we were willing to try anything.
00:31:42.065 –> 00:31:51.997
Play started doing pizza you can order within a pizza delivered by drones pizza live streamed his creation before cast your house.
00:31:52.237 –> 00:31:58.677
What they were doing this stuff in years ago to ten years ago and in his will people don’t know what would you want.
00:31:58.962 –> 00:32:08.705
And i was thinking that example because i think imagine being a guy in a meeting woman whose clever enough to say i think you should order pizza.
00:32:08.999 –> 00:32:17.789
Find emoji what everyone would normally laugh out of the room and the company was doing well what do you think it’s gonna take it any penalty to try anything,
00:32:17.831 –> 00:32:28.690
and i know of is dominos hundred sixty seven projects to try experimenting in every possible way and fast forward to today but know that we’re done ninety percent.
00:32:29.102 –> 00:32:39.619
Bring ten thousand percent growth rate is out paced almost every technology company in belgium if i have any major tech company is dominos pizza but it,
00:32:39.688 –> 00:32:46.731
because the fun category where is the examples to think things are gonna fall apart are you willing to try things
00:32:46.728 –> 00:32:53.582
now this cats is the last group which is the spoken group we almost of themselves and bed.
00:32:53.849 –> 00:33:00.540
Had my map now seventy eight percent by the majority of companies where people kinda think we’re doing well.
00:33:00.708 –> 00:33:12.558
Doing well will get through that’s the attitude that that’s the most dangerous group to be in because you think you’re doing well u playing on to your marketing policies your best practice is your policies procedures,
00:33:12.564 –> 00:33:20.255
you don’t wanna try something new and that incredible trapped in the only way out of that history really start creating
00:33:20.234 –> 00:33:28.456
emergency is the time period of covert and working from home the world has shaken so this will provide,
00:33:28.544 –> 00:33:37.396
in some sense of opportunity for all those companies that middle doing well group terus ass and realize what we could be in trouble if we stick to the path that we’re on.
00:33:37.618 –> 00:33:46.326
That’s the way i like to serve think about it yourself perception of performance if you think you’re doing well can’t actually being very dangerous thing,
00:33:46.404 –> 00:33:58.137
this is a great story you shared living shit chat with your audience and the story of tony hunter your first from a book me in it so up for that urban times we’re going through right now,
00:33:58.224 –> 00:34:02.845
and to look for the story i pulled across from tony from the book were you said.
00:34:03.076 –> 00:34:09.651
I believe the role of a leader during disrupt of science is to create a pathway reason for change,
00:34:09.666 –> 00:34:18.635
we have to go from being a newspaper company to being in media and business services company that happens to publish a news paper that’s a great way
00:34:18.605 –> 00:34:29.924
did he woke for how we need to think in the future and today is the twenty hunters become a friend over the years and winnie first me up i think it was around two thousand nine and at that time
00:34:29.813 –> 00:34:38.251
trend hunter adakah on my little startup with side ten people at it me be at the time had more traffic than ever newspaper in the world and he is
00:34:38.158 –> 00:34:40.393
i had an order of.
00:34:40.508 –> 00:34:48.550
Chicago tribune news paper so he wanted to figure out how to do their digital transformation better and.
00:34:48.655 –> 00:34:54.779
We work with them for awhile successfully become a digital paper.
00:34:54.893 –> 00:35:09.723
One day tony got the call and the times were still turbulence to be a news paper and the call was hey we want you to be CEO you have publisher but the one a b c of the magic and not call.
00:35:09.891 –> 00:35:19.472
That’s a big breakthrough while what’s the cache didn’t feel like you was ready to beat co and they said wildcats want you to.
00:35:20.100 –> 00:35:29.213
Declare bankruptcy fire twenty percent of your friends the dress the staff shrink the paper.
00:35:29.768 –> 00:35:38.728
Selling more ads and make this thing it’s kinda that kinda terrible call because.
00:35:39.112 –> 00:35:48.280
I think throughout your started being is to be the fall guy escape go like we want you to take the job declare bankruptcy lay everyone off.
00:35:48.439 –> 00:35:51.484
When you’re not gonna succeed if the rest of that sounds terrible.
00:35:51.662 –> 00:36:00.532
So you be tempted to say no but tony loves this paper so much this is not brandon hamilton institution a pillar of the community and
00:36:00.529 –> 00:36:07.283
if it was due that’s needed wanna lay people off but that is the only way that the same the rest of the company.
00:36:07.578 –> 00:36:11.001
Sweet talk the talk the charger ba nan.
00:36:11.206 –> 00:36:19.742
Can we sign that piece of paper that that was the that’s certificate and the way the bankruptcy declaration in the playoffs any other,
00:36:19.839 –> 00:36:30.671
really intense period of urgency to try to look that is problem in a different way and see if you can turn the paper around twenty third group leader that second group we talked about
00:36:30.560 –> 00:36:37.900
where you have a self perception of performance with this kind of where disasters states we have to try anything you dislike domino’s pizza,
00:36:37.906 –> 00:36:47.227
it’s so in that time frame is started looking at everything differently and we talked about how you got caught in a pot and then you only look at what the normal things are to do
00:36:47.179 –> 00:37:00.847
ok if you want example be including a path at that time every newspaper was shrinking in size and starting putting more articles on line but the default in two thousand eight nine ten eleven what you think the paper you make it smaller.
00:37:01.582 –> 00:37:14.341
Use a lot of thinking and i can walk through this is great the future how you look without problem different ways but one of the patterns is the pattern of a virgin you would look at why people are doing and everyone’s doing one thing you do the opposite.
00:37:14.600 –> 00:37:20.400
And in this case ever and shrinking the paper won’t feed is the paper.
00:37:20.802 –> 00:37:27.682
And sure enough by grabbing the paper and deciding to be very counter intuitive and doubling its size.
00:37:27.806 –> 00:37:40.439
Suddenly a few wanted to know more about the chicago bears or whatever your favorite chicago sports team is it there’s only one paper that will possibly do so that who told me.
00:37:40.643 –> 00:37:47.253
Straight the other newspapers ability to complete and then left feeling more papers while step one complete.
00:37:47.917 –> 00:37:52.502
The second is some sort of pattern thinking that tony exhibited was,
00:37:52.535 –> 00:38:05.627
thinking about it pattern that i go to call reduction in the back where you look at the single most important thing to your single most important customers are you really trying to think about what.
00:38:05.876 –> 00:38:14.188
Are you trying to accomplish so so for newspaper your customers are kind of interesting yours to read those the national advertisers,
00:38:14.267 –> 00:38:24.199
nearest local advertisers local advertisers actually really been premium so your customer is kind of local advertising other paper.
00:38:24.340 –> 00:38:32.526
Can you pick up a local newspaper you will see that there ads for local businesses are usually terrible it’s like it’s like.
00:38:32.712 –> 00:38:36.748
Reset staff can buy more stuff like that adds.
00:38:36.970 –> 00:38:50.143
Set the idea of reduction is a pattern would be if you look at those other businesses and see what they’re trying to do they are trying to market their brand and sell their products but they dont really have.
00:38:50.420 –> 00:38:58.884
Marketing agencies and that’s why are there ads are terrible so the turnaround point for the chicago tribune news disable faster customer,
00:38:58.891 –> 00:39:11.452
productive way of thinking would be less not sell them let’s go and be there COMO for them and sell them services entire suite of all the services they would need to market ago did you leave whenever my bd,
00:39:11.512 –> 00:39:19.779
that single action cause the chicago tribune to go from bankruptcy to the number one most profitable news organization
00:39:19.641 –> 00:39:31.068
in america in a span of just a couple years so if you’re a story for tony i think it might the greatest turn around and tell the story of the buckle kind enough to write the forward,
00:39:31.101 –> 00:39:34.138
edit speak with someone i’m not sure
00:39:34.108 –> 00:39:42.843
you are festival event so very thankful for our meeting him but it’s been interesting to kinda dive into that and a lot more i’m actually having a pretty abbreviated
00:39:42.831 –> 00:39:47.227
hacer to answer your person whose career has.
00:39:47.674 –> 00:39:56.040
What is team doing such a remarkable turn on the floor today i will get into the parking lot out here come up with a black one day two so that people can learn marvel’s story,
00:39:56.073 –> 00:40:03.116
you deserve this products for the bravery of taking on that challenge that many people would never use their boogie
00:40:03.032 –> 00:40:11.461
record a video to delete is a linkedin profile just go underground after taking on such a massive task to upgrade to see people succeed
00:40:11.386 –> 00:40:22.903
move on to the fourth trap so will golden elaborate more breathe through the last few traps before trump is optional the journey and this is the age old problem of short term thinking.
00:40:23.053 –> 00:40:30.564
And this reminded me of why i ended up with the four feet eight inches wide paradigm reset your sails on a certain path,
00:40:30.570 –> 00:40:41.753
i meant napa becomes difficult to change yellow answer about option the loan quicker to just ignore option is a term from finance about creating value,
00:40:41.841 –> 00:40:49.487
more options and more choices for the future what happened is that as people is businesses we tend to really wait,
00:40:49.574 –> 00:40:57.381
rm decisions right in front of my spy what’s the most profitable decisions a simple example when you look in your own career
00:40:57.352 –> 00:41:05.637
you probably have a story like mine university or maybe not hundred percent sure of your major when you can
00:41:05.634 –> 00:41:16.016
kind of one particular major because i have a concert you that hotline up to anyone don’t take the guards ok now that’s your major or minor in finance but i would also like marketing.
00:41:16.292 –> 00:41:26.504
I need your interviews and then one job the pays a couple thousand dollars more than the other job you think i will take that one because of the cup of wine i can change my mind later.
00:41:26.762 –> 00:41:33.589
Remind me to pick another company or whatever and it’s taking the same path so for me i ended up.
00:41:33.820 –> 00:41:38.009
Basically running innovation at a bank selling credit cards.
00:41:38.429 –> 00:41:52.016
I’m gonna credit card business baby girl and have a promotion synonymous staying credit cards and emailed the bank of billion dollars will now admit credit card expert enough to be that i made in my checking been much smaller in the point is
00:41:51.977 –> 00:41:54.114
now that’s my expertise
00:41:53.949 –> 00:42:07.185
if i was to try to get any job in any other field to any other company it’s nothing to do with wall from you sticking in credit cards so now that i just become a lifelong marketers are like punk credit card strategist
00:42:07.011 –> 00:42:13.793
even though that’s not what i wanted and i just got the job and i just took the major i just did the course a couple of your decisions.
00:42:13.907 –> 00:42:18.447
Create a life long impact for us this is.
00:42:19.020 –> 00:42:32.310
Something that you can change the functionality by finding ways to create more options if i wanted out of credit cards i could go back to school i can work more or different brands that are her clients or vendors i could go to conferences.
00:42:32.848 –> 00:42:41.718
That would be an individuals way to create options for your company as well as you want to think not about the most profitable short term decision
00:42:41.697 –> 00:42:48.901
how to create more options for the future when i read this i go to buy your own story about creating trending on twitter you didn’t,
00:42:48.989 –> 00:43:03.629
do the dishes georgios with success you didn’t because you are interested you trying to diagnose and i think that’s one of the things i take from all this work is that you need to build capability before you actually need that capability and trying to do it,
00:43:03.671 –> 00:43:09.778
is when the sun is shining in times of crisis your mindset is gonna be totally different.
00:43:09.919 –> 00:43:18.303
There’s definitely of value to always looking at an episode of how to build a future options you only know what i would say is that any time period,
00:43:18.399 –> 00:43:27.638
crisis or chaos is there’s also opportunity because now consumer needs have entirely evolved or changed any idea.
00:43:27.924 –> 00:43:38.819
Are there people get really really conservative so there’s this new opportunity because the ball is moves to a different part of the courthouse enter you could be the one who gets there first.
00:43:39.158 –> 00:43:43.068
Yeah sadly the idea general te quise investing.
00:43:43.290 –> 00:43:53.466
Can your future options in south even when times were sunny or boo me humans no longer on kodak and these companies like nokia and motorola for example when they’re out there.
00:43:53.724 –> 00:44:06.348
Day become complacent and just a great quote by brad pitts leaving all who says successes a beast and it actually puts the emphasis on the wrong thing you got away but more instead of looking within.
00:44:06.489 –> 00:44:14.918
Original sure that quote is that trump five exactly that the trump’s success and hear you tell us success leaves to farm,
00:44:15.014 –> 00:44:22.534
what we really must always haunt you brad pitt quote reminds me of a bill gates square with side six s is a lousy teacher.
00:44:22.693 –> 00:44:27.449
And then a similar idea of success.
00:44:27.546 –> 00:44:35.281
And how you because that is something that i described actually research and study and hunter using the metaphor of a hunter versus a farmer
00:44:35.261 –> 00:44:48.731
we are free assessment part research if you like what i’m going with that you can take bike on a trainer with the general channel five million years ago we were hunters and hundred and ethan always capable of finding a new meal,
00:44:48.764 –> 00:44:57.805
you are capable of adopting rate we have hunter instincts the problem is that ten thousand years ago people became,
00:44:57.865 –> 00:45:08.004
where is that implanted the first seed and weed and we can plan for winter we’ve started gathering in large groups in farming towns and cities and,
00:45:08.038 –> 00:45:22.849
voting rules policies procedures and structures to protect what ever lied to last years harvest and after ten thousand years of evolution as farmers we have many distinct straps that lacoste from.
00:45:23.261 –> 00:45:26.207
Trying new things once we get good at something.
00:45:26.519 –> 00:45:41.349
And we are free mark works is that there’s three key hundred and three hundred five instincts are generally good with other straps involved with each one of the simplest way gotta say it would be that find me make size
00:45:41.328 –> 00:45:45.301
repetitive complacent and protective.
00:45:45.883 –> 00:45:52.179
Where is hunter instincts make us insatiable curious and willing to destroy.
00:45:52.446 –> 00:46:04.764
You can take an assessment to see which of these are like what how exactly the impact you and finally renovation archetype get me more specific answer this question what i can do justice to not sell you on something else.
00:46:04.869 –> 00:46:09.985
Trending dot com slash assessment but i do think is interesting as a general take wave,
00:46:10.045 –> 00:46:21.976
is just a simple notion that all of us start to become more protective complacent and repeated about whatever with good at use those words will say marketing best practices and are
00:46:21.946 –> 00:46:36.560
you know our standards but the simplicity as we try to preserve whatever like to last years harvest instead of looking for new pastors opportunity trump six in these things i ve mentioned speed is linear thinking which is a huge challenge for us
00:46:36.548 –> 00:46:43.600
we live in a non linear world almost every category the world is accelerating.
00:46:44.290 –> 00:46:58.651
I mean the word accelerating vs increasing in space it’s not that the world is moving faster than before its accelerating faster and faster and faster through advances like artificial intelligence,
00:46:58.739 –> 00:47:07.168
neresi internet connecting people around the world leveling the playing field and and all these things start adding up to,
00:47:07.192 –> 00:47:13.370
adam brock application because we know that humans are better at extracting the status quo
00:47:13.304 –> 00:47:27.018
we are thinking about what happens in the next financial pace we slowly watch the evolution of covert nineteen in china bc its spread to a lady we don’t get how it’s just gonna keep on going we don’t see that
00:47:26.889 –> 00:47:31.078
add you i want you put that into a business example.
00:47:31.570 –> 00:47:44.788
In the nineteen fifties you use to have a slower moving world and you can project your company was going into the average lifespan of a company that was a fortune five hundred seventy five years we called them blue chip companies back then
00:47:44.704 –> 00:47:47.462
good morning news that were you wanted to get it,
00:47:47.504 –> 00:47:59.741
good job ana blue chip companies that you can work at the same company for life while how different is that where is now the average lifespan a couple years ago of a fortune five hundred ten to fifteen years and where,
00:47:59.747 –> 00:48:08.509
open nineteen it’s probably falling in half already a different staff would be that if you look at the fortune five hundred list from the year two thousand,
00:48:08.515 –> 00:48:15.198
and compared to know more than half of the companies are already displaced and gone humans.
00:48:15.303 –> 00:48:23.489
Hey at what is company’s where are the most equipped to have the resources and money and foresight to be able to see where the changes were headed
00:48:23.333 –> 00:48:31.195
unfortunately we’re just really bad at understanding exponential change so there’s lot of tools and tricks you can do.
00:48:31.327 –> 00:48:42.700
Thinking about it but part of it is taking your forecast of what you think is gonna happen in the industry ten years from now and just hoping that and half i’m asking you want to feel that actually happened much sooner,
00:48:42.715 –> 00:48:49.749
what would you do how would you prepare and the book is full of those workshops and ideas and we can push yourselves then,
00:48:49.782 –> 00:48:53.682
escape those and mental short cuts that we all develop over time.
00:48:53.869 –> 00:49:03.081
Please bring the strap seven on the final one and this is discomfort vs breakthrough and hear your share for levels of breakthrough that we can all the price
00:49:03.069 –> 00:49:17.358
i’d like to try and do is breakdown all of the different types of breakthrough that there can be straight but some things are the ideas you dismissed because they’re just too close to what we’re doing now and so it seems kind of uncomfortable,
00:49:17.365 –> 00:49:20.545
where is your hidden gems in a lot more complicated,
00:49:20.551 –> 00:49:30.862
and so mean to leave that last framework for a for the buck but i’ll give you one of the disk idea of discomfort when you try something new.
00:49:31.012 –> 00:49:40.368
If i give you a keyboard on your phone or your computer and security keyboard you can look at the layout of q w e r t y quality
00:49:40.320 –> 00:49:52.566
i’m is what was the top left there that that kind of an interesting thing could you stare at that keyboard everyday and that design actually comes from more than one hundred years ago and the early days of the typewriter
00:49:52.554 –> 00:49:58.121
the layout was made to the keys with mash together hit them all at once n no.
00:49:58.514 –> 00:50:07.654
Over time there’s been an attempt at making a better keyboard layout there’s one that college wacky barn which is the second most popular keyboard layout.
00:50:07.921 –> 00:50:14.703
Look up a keyboard to see that the kids are all in a completely different position and what you use to
00:50:14.682 –> 00:50:24.966
it’s a completely different layout if you open up your phone you can change your keyboard and you can change to a white keyboard today you can switch it over when you do,
00:50:25.026 –> 00:50:31.933
you won’t recognize where the key strokes are for a bit and it will take you about six months to get used to the other keyboard.
00:50:32.083 –> 00:50:40.602
Now the outside is it at the end of the six months you will be twenty to thirty percent faster you’re typing by making feuer.
00:50:41.203 –> 00:50:50.406
Good idea you should do it right so get your phone unlock it and let switch right now to do a keyboard are you ready no i don’t want to do it,
00:50:50.475 –> 00:51:01.821
you probably don’t wanna do it had i just gave you a way to get twenty or thirty percent faster at how you communicate which is something you do everyday i’m,
00:51:01.863 –> 00:51:14.037
and i would like to take a few minutes to do but you know what to do if i don’t want to do it we all exhibits is comforter the things that are new at different levels to question is to figure out water,
00:51:14.043 –> 00:51:18.619
the extent of those impacts on you so that you can better.
00:51:18.796 –> 00:51:32.185
Evaluate new ideas no one there something you should try not suggesting you have to try a new keyboard but that same set of traps could be blocking me from seeing ideas that are so close with in your grass
00:51:32.093 –> 00:51:38.190
the battery understand that wraps the better you think disrupt of life and better you convert and create the future.
00:51:38.304 –> 00:51:50.496
Tell me if you had a parting message or michigan is clear you started on this alabama worker for ten time before that gets who encourage this kind of lateral thinking and different thinking within you.
00:51:50.664 –> 00:51:58.139
You seem to want to bring that to the world so what would be your parting message for rhodey in central there people who you want to change the way you think.
00:51:58.325 –> 00:52:03.495
Get the risk of sounding repetitive it’s the reality that.
00:52:03.871 –> 00:52:16.584
Everyone has another path i could be on in maybe your path is a new product a new service or just some different ways of doing things but they simplicity is there another level you can be playing on.
00:52:16.897 –> 00:52:20.627
And getting there might be easier than you think,
00:52:20.714 –> 00:52:30.574
bot in order to get to that path u need to better understand all of the little traps that are holding you back and blinding you from this.
00:52:30.841 –> 00:52:33.590
New ideas that are right within your grasp.
00:52:33.794 –> 00:52:48.362
And there is push harder accident never give up and you can find those new passat opportunity and you will create the future you to forward to finish and i mentioned i took the assessment on trend hundred dot com slash assessment.
00:52:48.477 –> 00:52:51.856
Book for anyone who wants to find out more about your work you books.
00:52:51.997 –> 00:52:59.228
Turn your key note where can they find you easiest places to go to trendy hunter dot com versus trying to spell my last name
00:52:59.225 –> 00:53:09.113
i want to get there you can find my info my contact info for a different videos and just navigating on the top bikini instead get to my side job dot com
00:53:09.074 –> 00:53:18.484
how many social media contacts and connections are there of trending there an altar of create the future innovation handbook tactics for disrupt of thinking.
00:53:18.589 –> 00:53:25.065
Jeremy Gutsche thank you for joining us thank you very much.