The Idea

Every business model started as a mental model, and can therefore be reimagined. Our thoughts don’t necessarily equal reality, and the mental models we live by today can be dismantled, altered, and recombined.

It’s important to remember that playing with mental models costs nothing, and we should give ourselves a chance to construct an exciting alternative reality before worrying about the costs of execution.

Susan Hakkarainen, CEO of Lutron Electronics, emphasizes the importance of first focusing solely on the idea without considering how to implement it. This allows us to listen to the customer, explore solutions, and imagine what something could be, without anticipating the difficulties of execution.

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