Page 17 - THE DO-IT-YOURSELF LOBOTOMY Open Your Mind to Greater Creative Thinking

8 INTRODUCTION

other avocado-based guacamole? Or do you want to be a thinker who
asks, “Does guacamole have to be made from avocado?” then goes on
to use asparagus as the main ingredient to invent a great-tasting no-fat
guacamole like Espárrago zesty asparagus guacamole?
Do you want to be one more in a long line of aerospace engineers
who thinks of a way to make jets faster? Or do you want to be the
thinker whose huge idea finally made the Stealth bomber virtually
invisible to radar? An idea that wasn’t about technology. An idea that
wasn’t about aerodynamics. An idea that was about slowing down the
speed of the craft so that the heat output would be diminished to an
acceptable non-radar-reflective point.
These are all examples of people who did not go with the flow of
conventional thinking. Some who even defied the status quo. A com-
puter that is not faster! Guacamole that doesn’t contain any avocado!
An advanced jet that functions best going slower!
Ideas like these and just about every other fresh concept that con-
tributes to progress in every field of endeavor happen when people let
go of what they “know,” when they “lobotomize” the part of their brain
that already has the “right” answer and come up with a better idea.
Are you ready to perform a Do-It-Yourself Lobotomy?

❖

The power today goes to those who can act quickly on the knowl-
edge by using new ideas to gain an edge—an edge that lets you lean
back and enjoy its fruits for a very short time, as your competitors
brainstorm to gain their edge.
That is the aim of this book. To truly empower your creative
resourcefulness. To give you the ability to come up with as many big,
fresh ideas as you wish, when you wish, with little effort or pain. To be
able to think like the biggest thinkers in your field. To actually be a
leader in your field.
Follow the advice, the lessons, and the methodologies in this book
and you’ll be better equipped than your competitors to deal with the
challenges and convert the opportunities that face you every day.
Because in business today, creativity is not a luxury—it is absolutely
essential to success.

KNOWLEDGE VERSUS NEW IDEAS

You go to school, you gain knowledge. You join the workforce, you
learn more. As you claw your way up the corporate ladder, you keep
filling your mind with information—facts, data, understanding.