C H A P T E R 2
No Stomach for Second-Best
How Integrative Thinkers Move Beyond Trade-offs
We weren’t going to win if it was an “or.” Everybody can do “or.” That’s the way the world works. You trade things off but you’re not going to be the best in your industry. You are not going to win if you are in a trade-off game.1
—A. G. Lafley, Chairman and CEO, Procter & Gamble
HOW DO INTEGRATIVE thinkers actually think? How do they consider the options before them in a way that leads forward to new possibilities and not merely back to the same inadequate alternatives? To answer those questions, let’s look first at the cognitive steps we take in making a decision. We’re rarely conscious of them as we work our way through them, but we engage ...
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