How to Zag: Go Back Into the Box When Everybody Else is Thinking Outside the Box

Thinking outside the box is a term used conventionally by people who want new ideas that might (not) work.

When we’re looking to spend time and resources on ideas that are likely to work, maybe thinking outside the box isn’t where we need to go.

When everybody’s spending time outside of the box to think, the best way to differentiate is to go back into the box and get to work.

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