{"product_id":"book-b7d1","title":"Beyond the Obvious","description":"\u003cb\u003eThe Killer Questions Your Company Should Be Asking\u003c\/b\u003e 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? According to innovation expert Phil McKinney, the real problem is that we're teaching people to ask the wrong questions about their businesses-or none at all. There has to be a better way.  In \u003ci\u003eBeyond the Obvious\u003c\/i\u003e, McKinney will help you use his proven FIRE (Focus, Ideation, Rank, Execution) Method to dig deeper and get back to asking the \u003ci\u003eright\u003c\/i\u003e questions-the ones all companies 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. Shared for the first time here, these \"Killer Questions\" include: \u003cul\u003e\n\u003cli\u003eWhat are the rules and assumptions my industry operates under? What if the opposite were true? \u003c\/li\u003e\n\u003cli\u003eWhat will be the buying criteria used by my customer in 5 years? \u003c\/li\u003e\n\u003cli\u003eWhat are my unshakable beliefs about what my customers want? \u003c\/li\u003e\n\u003cli\u003eWho uses my product in ways I never anticipated?\u003c\/li\u003e\n\u003c\/ul\u003e\u003cbr\u003e\u003cbr\u003e These questions will reframe the way you see your products, your customers, and the way the two interact. Whether you're a company of thousands or a lean startup, \u003ci\u003eBeyond the Obvious\u003c\/i\u003e will give you the skills and easy-to-follow plan you need to make both the revolutionary changes and nuanced tweaks required for success. Praise for \u003ci\u003eBeyond the Obvious\u003c\/i\u003e \"Human beings are creatures of habit, so getting ourselves and our teams to think beyond the obvious is a challenge we face all the time. Phil McKinney is an innovation expert, and his killer questions and hit-the-spot anecdotes provide a great way to get out in front of opportunities we otherwise won't see.\" - Geoffrey Moore, author of \u003ci\u003eCrossing the Chasm\u003c\/i\u003e and \u003ci\u003eEscape Velocity\u003c\/i\u003e \"I've always believed that asking the right questions is the essence of design. Phil McKinney proves that point with this wonderful set of killer questions that will jumpstart-or greatly enhance- your innovation efforts.\" - B. Joseph Pine II, co-author, \u003ci\u003eThe Experience Economy\u003c\/i\u003e \u0026amp; \u003ci\u003eInfinite Possibility.\u003c\/i\u003e \"Product Innovation is a prerequisite to building great brands. Phil's questions are a prerequisite to building innovative products.\" - Satjiv S. Chahil, former global marketing chief, Apple\"","brand":"Hachette Book Group","offers":[{"title":"Audiobook","offer_id":49349814124848,"sku":"BDb7d1","price":24.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0879\/2784\/9264\/files\/b7d1-Square-cover.jpg?v=1778116881","url":"https:\/\/downpour.com\/products\/book-b7d1","provider":"Downpour","version":"1.0","type":"link"}