‘How’ Matters More than ‘What’

People like Roger Martin, Tim Brown and Matt Ridley, have it absolutely right when they talk about the fact we need to fundamentally approach problems and think differently. All of them have suggested, in slightly different ways, that our success as leaders in the future will be determined not by WHAT we do but by HOW we look at the future and whether we can genuinely open our minds to the opportunities rather than shelter behind convention and the status quo.

This extends to the material successes seen in modern innovation. The biggest breakthroughs in history have not been in the ‘What’ we do, but in the ‘How’ we do them. People have always travelled; by foot, horse, carriage and even boat. But now we can travel to places faster by car, train and plane. The act of travelling hasn’t changed; but HOW we travel has!