Thinking about Research – Short Takes (3)
What is thinking outside the box?
A little gem from Seth’s Blog (marketing guru Seth Godin):
The decision before the decision
That decision is far more important and much more difficult to change than the decision you actually believe you’re about to make.
This is the one that was made before you even showed up. This is the one that sets the agenda, determines the goal and establishes the frame.
The decision before the decision is the box.
When you think outside the box, what you’re actually doing is questioning the decision before the decision.
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Deciphering Culture
Deciphering Culture 
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