Don’t just think outside the box, punch your way through the box, then burn it.
If you were starting over, and there were no limits, no conditions on you, what would your business look like?
Start there, then realign. Realignment is where zero-based thinking, zero-based budgeting comes from.
How do you separate yourself from the pack? Are you better? Are you memorable? Why would someone pay you?
One aspect of innovation is asking: What is amazing about that book? What is amazing about that idea? What is amazing about that program?
If you ask a room full of CEOs what is amazing about them, they will tell you what they think is amazing.
But how many will tell you what they think is amazing to their clients?