After describing the territory well enough to throughly understand what is, innovators started their search for new, potentially distruptive solutions.
To disrupt the territory, innovators puncture the status quo with why, why-not, and what-if questions that uncover counterintuitive and surprising solutions.
whether descriptive or disruptive, innovators perpetually invoke powerful questions to help see beneath the surface of everyday action and discover what’s never been.
Tactic #3: Ask “why?” and “why not?” questions Tactic #4: Ask “what if” questions