The majority of award entries present their case in a linear form.
Few, if any, of these success stories were genuinely conceived, developed and delivered in a logical pre-determined process.
The best outcomes often happen by chance.3M’s glue that failed to stick became Post-it notes, a random visit to a calligraphy class defined Apple and we all know what happened when Columbus searched for a quick route to China.
Please add some examples of your own. Next time you hear a case history that suggests the outcome was predicted at the outset ask the author ‘what really happened?’
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