Beyond the Obvious by Phil McKinney
Killer Questions That Spark Game-Changing Innovation

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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? The real problem is that we're teaching people to ask the wrong questions -or none at all. There has to be a better way.

In Beyond the Obvious, McKinney helps the reader to dig deeper and get back to asking the
right questions-the ones all organizations 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 and shared for the
first time.
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 five years?What are my unshakable beliefs about what my customers want?Who uses my product in ways I never anticipated?These questions will re-frame the way you see your products, your customers, and the way the two interact. Whether you're a company of thousands or a lean start-up, 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.

About Phil McKinney

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Phil McKinney is the vice president and chief technology officer for Hewlett-Packard's (HP) Personal Systems Group, where he is responsible for long-range strategic planning and research and development for all of the company's PC product lines, including mobile devices, notebooks, desktops, and workstations. Over the course of his career, he has been profiled or had his work on innovation written about in media outlets ranging from tech press to Vanity Fair, the New York Times and the Wall Street Journal. McKinney also writes a column for Forbes called "The Objective," hosts a popular "Killer Innovations" podcast that CIO Insight has called "a must listen," and tweets from his @philmckinney handle. He currently resides in the San Francisco Bay Area. This is his first book.
Published February 7, 2012 by Hachette Books. 265 pages
Genres: Business & Economics, Health, Fitness & Dieting, Self Help, Computers & Technology. Non-fiction

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