Page 16 - THE DO-IT-YOURSELF LOBOTOMY Open Your Mind to Greater Creative Thinking

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Knowledge Is Power 7
7

WHAT KIND OF THINKER
DO YOU WANT TO BE?

Do you want to be the kind of thinker who comes up with the idea of
a personal computer with a larger hard drive and faster processor just
like everyone else was doing in the late 1990s? Or do you want to be
the kind of thinker who comes up with the idea that made iMac the top
selling personal computer for two years running? It wasn’t faster. It
wasn’t bigger. It was blue. Excuse me, blueberry.
Do you want to be a thinker who develops one more in a long line
of shampoos that gives your hair “longer-lasting body?” Or do you
want to be the thinker who understands that people standing in a
shower wait impatiently for the gooey shampoo to come out of a bot-
tle and decides to put the cap on the bottom of the bottle, like Pantene?
Do you want to be the thinker who comes up with one more com-
mercial for a high-technology company that talks about “integrating
your IT services”? Or do you want to be the thinker who decides to
show nuns speaking French on American TV, discussing their proces-
sor speed and hard drive size and making one of the largest, monolithic
companies in the world, IBM, seem down-to-earth by offering “solu-
tions for a small planet”?
Do you want to be the thinker who comes up with one more vari-
ety of packaged guacamole, loaded with artery-clogging fat like all the

An easy-to-recognize example of 180° Thinking (see page 99).