CHAPTER 7
Generating Insights and Discovering Meaning
Every morning, a gazelle wakes up. It knows that it must run faster than the fastest lion, or it will be killed. Every morning, a lion wakes up. It knows that it must run faster than the slowest gazelle, or it will starve to death. It doesn’t matter whether you’re a lion or a gazelle—when the sun comes up, you’d better be running.
What makes the gazelle run? What spurs the lion to run ever faster? Instinctive forces are at play, driving every step and providing the impetus to run. Neither the gazelle nor the lion needs to consciously articulate the reasons it runs. They both act without examining their motivations.
Our customers are running, too. And like the gazelle and the lion, they often ...
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