Want to Create Change? Challenge the Premise

Taking the market conditions we see today for granted is one of the biggest mistakes made by modern marketers...

"I don't know; I guess I've always done it this way," her mother said. "That's how your grandma did it."

Maria nodded to herself, unsatisfied with the answer...

For the last 15 minutes, she had been helping her mother prepare several fish for their family dinner later that evening. She loved to help, but she couldn't make sense of the first direction she …