Inside Your Customer's Imagination

CHAPTER 4

Put Insight in Focus

The only way of discovering the limits of the possible is to venture a little way past them in the impossible.

—ARTHUR C. CLARKE

There is a beautiful golf course at the beginning of my long driveway. My lakefront home backs up to the shoreline but fronts the thirteenth tee box. A Jack Nicklaus–designed PGA course, it is the setting for many golf tournaments. While the thirteenth hole is breathtaking—you play 434 yards straight into the lake—it is the fourteenth hole that gets the golfers’ laments in the bar at the end of an arduous eighteen holes.

Almost the entire fourteenth hole is played over the water where the lake shoreline cuts deep into the golf course. Despite the fact that it is a mere 186-yard par-three ...