The Art of Being Unreasonable: Lessons in Unconventional Thinking By Eli Broad

We started by looking at some of the industry's most fundamental operating principles, what most people would call the basics. They represent the strongest, stickiest — and most unexamined kind of conventional wisdom. Often they've gone so long without scrutiny that they're accepted as gospel. That's what makes these core assumptions the best place to look for opportunities to innovate, no matter what business you're in.

last updated february 2015