Simple rules help teams navigate complexity and uncertainty with agility.

“A well-designed purpose brand functions like a compass for both customers and company staff. It guides customers to the products that will do the job they need done.”

• Be systematic and focused during opportunity selection and disciplined during execution.
• Don’t simply strive for differentiation in new markets; borrow from your rivals.
• Disruptive innovation may requi...

“Introducing new-to-the-world innovations and fundamentally disruptive ideas requires an approach that embraces the wisdom of ignoring, instead of deferring to, the data.”

“History demonstrates that people are more accepting of novelty when it is anchored in familiarity – in something that is widely known or widely used.”

“Intensified focus and discipline during opportunity selection, achieved through sequencing, can promote flexibility during opportunity execution. By contrast, lack of discipline during selection can constrain learning and adaptation.”

“Using crowds – or the people around us – to generate solutions is an effective way to overcome the inherent limitations of individual cognitive processing, particularly in entrepreneurial settings where leaders must make swift decisions in the face of uncertainty.”

“Leaders innovating in new markets resemble children in that there is much they don’t yet know. They operate in utterly strange but fascinating environments, where discovery and surprise are a constant.”