Smartphones, e-books and online shopping exist because someone asked, “Why not?” Journalist Warren Berger asserts that asking simple questions is crucial to creative problem solving. In this absorbing exploration, Berger details how innovators such as Polaroid’s Edwin Land and Netflix’s Eric Hastings parlayed “why” questions into huge businesses. Inquiry is far too rare in business, says Berger, because after the start-up phase, companies tend to perceive questions as threats to the established order. Berger outlines techniques that organizations can use to stimulate a spirit of inquiry, but this is not primarily a how-to manual. Instead, Berger seeks to inspire. Through dozens of stories and the insights of experts, he shows how you can use the right questions to see things that others miss and to expand the sphere of what’s possible. His concepts should be of particular interest to those in creative fields like design or advertising. getAbstract also recommends Berger’s vision of raising and answering “beautiful questions” to entrepreneurs, investors, innovators and anyone doing business in this era of rapid change.
About the Author
Journalist Warren Berger has written for Fast Company, Harvard Business Review and Wired. His book Glimmer was one of BusinessWeek’s Best Innovation and Design Books of the Year.