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Gordon Lanoie
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The Internet is changing... our lives.
The Internet is changing... our lives.

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Turn A Bad Idea Into A Good Idea: "Continually ask, 'Why?'

It's a good way to probe a speaker's thinking without making them defensive.

Let's say you're running an ad company and a big brand executive comes in and says, 'We need to have a presence on Facebook.'

You would say, Why?

And the guy would say, 'Because all of our competitors are on Facebook.'

And you'd say, Why?

'Because they want to position themselves as forward-looking and youthful.'

And you'd say, Why?

'Because they want to make more money with young people.'

Now we're getting somewhere."

--Jonathan Taplin, director, Annenberg Innovation Lab at the University of Southern California

http://www.fastcompany.com/3004349/how
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