Most businesses love “best practices” and manuals. These written standards are orderly, rational and logical. They have been tested and proven. They’re great because they give a team the sense that everyone is “on board”.

In the end – they are “justifiers”, a book to blame when a goal isn’t realized, a safety net for the uninspired.

Exploring new terrain can’t be written about in a “standards” manual or “best practices” guide – and will never reveal new ideas.

Ideas, by definition, are found beyond the borders of reason, where one is informed and simultaneously “off track”.