The low-hanging fruit has already been picked. You can’t beat a stronger competitor by copying them. But you can beat them by doing the opposite of what they’re doing. Instead of adopting a common best practice or the industry standard, reframe the question by asking, “What if I did the reverse?” Even if you don’t execute, the simple process of thi

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The kill-the-company exercise isn’t just for megacorporations or law-school classrooms. You can employ variations of it in your own life by asking questions like the following: • Why might my boss pass me up for a promotion? • Why is this prospective employer justified in not hiring me? • Why are customers making the right decision by buying from o

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