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“A More Beautiful Question” - How ambitious questions lead to innovation:

"A More Beautiful Question" by Warren Berger explores how companies can inspire inquiry.

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Instead of following your company's mission statement, what if you had to answer to a mission question?

Innovation expert Warren Berger argues the most exceptional businesses of our time - Google, Netflix, IDEO and Airbnb - have inquiry baked into their organizations’ DNA. But the process of inquiry should not be reserved for technology-innovation companies.

In 1965, a University of Florida assistant coach wanted to knew why his players were being affected by heat and heat-related illnesses. The answer led to the creation of Gatorade and the entire sports-drink industry.

How can organizations encourage and inspire inquiry? How do you craft the key questions? And what is the process that follows?


Warren Berger, Author, “A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas”  (Bloomsbury, 2014); Previous book was “Glimmer: How Design Can Transform Business and Your Life (Penguin; 2009); Berger also writes for Fast Company, Harvard Business Review, and was a longtime contributing editor at Wired magazine.