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>> Being an

Entrepreneur

tŚĂƚŝƐŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉ

1
ĞŝŶŐĂŶŶƚƌĞƉƌĞŶĞƵƌ
ŽŵŵƵŶŝĐĂƟŶŐ
hƐŝŶŐ/ĚĞĂƐƚŽĐƟŽŶ
dŚŝƐĐŚĂƉƚĞƌǁŝůůůĂLJŽƵƚĂďƌŝĞĨŽǀĞƌǀŝĞǁŽĨǁŚĂƚƚŽĞdžƉĞĐƚĂƐLJŽƵďĞŐŝŶƚŽƚƵƌŶLJŽƵƌŝĚĞĂƐ
ŝŶƚŽĂĐƟŽŶ͘zŽƵǁŝůůůĞĂƌŶĂďŽƵƚǁŚĂƚĞŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉŵĞĂŶƐĂŶĚǁŚĂƚŝƚŵĞĂŶƐƚŽďĞĂŶ
ĞŶƚƌĞƉƌĞŶĞƵƌ͘

/ŵƉŽƌƚĂŶƚtŽƌĚƐƚŽ<ŶŽǁ

Entrepreneur: ĂƉĞƌƐŽŶƚŚĂƚƵƟůŝnjĞƐ
ƉƌŽďůĞŵͲƐŽůǀŝŶŐƚĞĐŚŶŝƋƵĞƐƚŽƐĞĞŬ
ŽƵƚŶĞǁŽƉƉŽƌƚƵŶŝƟĞƐ͘
Entrepreneurship: ĂǁĂLJŽĨ
ƚŚŝŶŬŝŶŐĂŶĚĂĐƟŶŐƚŚĂƚĨŽĐƵƐĞƐŽŶ
ŝĚĞŶƟĨLJŝŶŐŽƉƉŽƌƚƵŶŝƟĞƐ͕ŝŶĨŽƌŵƐ
ĂĐƟŽŶǁŝƚŚĂŶĂůLJƐŝƐ͕ĂŶĚŝƐĚƌŝǀĞŶďLJ
ĂƉĂƐƐŝŽŶĂƚĞŝŶĚŝǀŝĚƵĂůŽƌƚĞĂŵ͘
Rocketpitch: ďƌŝĞĨƉƌĞƐĞŶƚĂƟŽŶ
ŽĨĂďƵƐŝŶĞƐƐŝĚĞĂƵƐĞĚƚŽĂƩƌĂĐƚ
ŝŶǀĞƐƚŽƌƐ͕ĂĚǀŝƐŽƌƐ͕ƉĂƌƚŶĞƌƐ͕ĂŶĚ
ŽƚŚĞƌĐŽůůĂďŽƌĂƚŽƌƐ͘
Lesson 1.1: tŚĂƚŝƐŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉ͍
ŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉŝƐĞǀĞƌLJǁŚĞƌĞ͘ŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉŝƐĂƉƌŽďůĞŵƐŽůǀŝŶŐƚĞĐŚŶŝƋƵĞĂŶĚǁĂLJŽĨƚŚŝŶŬŝŶŐŝŶ
ǁŚŝĐŚĂƉƌŽďůĞŵ͕ĂǁĂŶƚŽƌŶĞĞĚŽĨĂŐƌŽƵƉŽĨƉĞŽƉůĞ͕ŝƐŝĚĞŶƟĮĞĚĂƐĂŶŽƉƉŽƌƚƵŶŝƚLJ͘dŚĂƚŽƉƉŽƌƚƵŶŝƚLJ
ŝƐ ƚŚĞŶ ĂƉƉƌŽĂĐŚĞĚ ƚŚƌŽƵŐŚ ƚŚĞ ƉƌĂĐƟĐĞ ŽĨ ĂĐƟŶŐ ǁŝƚŚ ƚŚĞ ƌĞƐŽƵƌĐĞƐ ĂǀĂŝůĂďůĞ͕ ůŝŵŝƟŶŐ ƌŝƐŬ ďLJ
ƵŶĚĞƌƐƚĂŶĚŝŶŐŽŶĞ͛ƐƐĞůĨ͕ĂǀĂŝůĂďůĞƌĞƐŽƵƌĐĞƐĂŶĚƌĞůĂƟǀĞĞŶǀŝƌŽŶŵĞŶƚ͕ĂĐŬŶŽǁůĞĚŐŝŶŐƚŚĞƵŶŬŶŽǁŶ͕
ĂŶĚƚŚĞŶůĞĂƌŶŝŶŐĨƌŽŵƚŚĞƐƵĐĐĞƐƐĞƐĂŶĚĨĂŝůƵƌĞƐŽĨƚŚĞĂĐƟŽŶŽƌĂĐƟŽŶƐƚĂŬĞŶ͘

Act

Build Learn

dƌĂĚŝƟŽŶĂůůLJ͕ ƚŚŝƐ ŚĂƐ ďĞĞŶ ƚĂůŬĞĚ ĂďŽƵƚ ĂƐ ďĞŝŶŐ ĂĐĐŽŵƉůŝƐŚĞĚ ƚŚƌŽƵŐŚ ƚŚĞ ĚĞǀĞůŽƉŵĞŶƚ ŽĨ Ă ŶĞǁ
ďƵƐŝŶĞƐƐ͕ĂƉĂƌƟĐƵůĂƌŽƵƚĐŽŵĞŽĨĐŽŵƉůĞƟŶŐƚŚŝƐŬ͘,ŽǁĞǀĞƌ͕ĞŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉĂŶĚŶƚƌĞƉƌĞŶĞƵƌŝĂů
dŚŽƵŐŚƚĂŶĚĐƟŽŶĐĂŶďĞĂƉƉůŝĞĚƚŽĂŶLJĞdžŝƐƟŶŐƐŝƚƵĂƟŽŶƚŽĐƌĞĂƚĞŝŶŶŽǀĂƟǀĞŶĞǁƐŽůƵƟŽŶƐƚŽǀĂƌŝŽƵƐ
ƉƌŽďůĞŵƐ ĂŶĚ ƐŝƚƵĂƟŽŶƐ͘ ŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉ ŝƐ ůĞĚ ďLJ ƉĞŽƉůĞ ǁŝƚŚ ƚŚĞ ƐŬŝůůƐĞƚ ĚĞƐĐƌŝďĞĚ ĂďŽǀĞ͖ ƚŚĞƐĞ
ƉĞŽƉůĞĂƌĞĐĂůůĞĚĞŶƚƌĞƉƌĞŶĞƵƌƐ͘

Lesson 1.2: Being an Entrepreneur


dŚĞƌĞ ĂƌĞ ŵĂŶLJ ŵLJƚŚƐ ĂďŽƵƚ ƚŚĞ ĐŚĂƌĂĐƚĞƌŝƐƟĐƐ ĂŶĚ ĂĐƟŽŶƐ ŽĨ ĞŶƚƌĞƉƌĞŶĞƵƌƐ ƚŚĂƚ ŽŌĞŶ ĐŽŶǀĞLJ
ĞŶƚƌĞƉƌĞŶĞƵƌƐ ĂƐ ƌŝƐŬͲƚĂŬŝŶŐ͕ ƐĞůĨͲĐŽŶĮĚĞŶƚ͕ Žƌ ǁĞĂůƚŚLJ ŝŶĚŝǀŝĚƵĂůƐ͘ dŚĞ ŵŽƐƚ ĐŽŵŵŽŶ ŵLJƚŚ ŝƐ ƚŚĂƚ
ĞŶƚƌĞƉƌĞŶĞƵƌƐĂƌĞďŽƌŶʹƚŚĂƚŽŶůLJĐĞƌƚĂŝŶƉĞŽƉůĞĐĂŶďĞĞŶƚƌĞƉƌĞŶĞƵƌƐ͘dŚŝƐŝƐŶŽƚƚŚĞĐĂƐĞ͊ĞůŽǁŝƐĂ
ƚĂďůĞƚŚĂƚĐŽŵƉĂƌĞƐǁŚĂƚĞŶƚƌĞƉƌĞŶĞƵƌƐĂƌĞĂŶĚĂƌĞŶŽƚ͘

What are entrepreneurs not? What are entrepreneurs?


ŶƚƌĞƉƌĞŶĞƵƌƐŚĂǀĞĂůŽǁĂƉƉĞƟƚĞĨŽƌƌŝƐŬ͘
,ĂǀĞĂŶĂƉƉĞƟƚĞĨŽƌƌŝƐŬ /ŶƐƚĞĂĚ͕ƚŚĞLJĂƌĞĂĚĞƉƚĂƚƌĞĚƵĐŝŶŐĂŶĚ
ƐƉƌĞĂĚŝŶŐƌŝƐŬ͘
ŶƚƌĞƉƌĞŶĞƵƌƐŽŌĞŶƐƚĂƌƚǁŝƚŚŽƵƚĂƐŚĂƌƉůLJ
sŝƐŝŽŶĂƌLJ
ĚĞĮŶĞĚŐŽĂůŽƌǀŝƐŝŽŶ͘
ŶƚƌĞƉƌĞŶĞƵƌƐĚŝƐƚƌƵƐƚƉƌŽũĞĐƟŽŶƐ͕
&ŽƌĞƐĞĞƚŚĞĨƵƚƵƌĞ ĞdžƚƌĂƉŽůĂƟŽŶƐ͕ƐƚƵĚŝĞƐ͕ĞƚĐ͘ƚŚĂƚƉƵƌƉŽƌƚƚŽ
ƉƌĞĚŝĐƚƚŚĞĨƵƚƵƌĞ͘
ŶƚƌĞƉƌĞŶĞƵƌƐĐƌĞĂƚĞŶĞǁďƵƐŝŶĞƐƐĞƐƚŚĂƚ
ƐĂƟƐĨLJŶĞĞĚƐ͕ďƵƚƚŚĞƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝƐŶŽƚ
ŶĞĐĞƐƐĂƌŝůLJŽƌŝŐŝŶĂů͘ŶƚƌĞƉƌĞŶĞƵƌƐĚŽŶ͛ƚũƵƐƚ
ƌĞĂƟǀĞ
ƐƵĚĚĞŶůLJŚĂǀĞĂŶŝĚĞĂͲͲƚŚĞLJĐĂŶƵƐĞƚŚĞŵĞƚŚŽĚ
ŽĨƚŚŝŶŬŝŶŐ͕ĂĐƟŶŐ͕ĂŶĚůĞĂƌŶŝŶŐƚŽĐŽŵĞƵƉǁŝƚŚ
ŝŶŶŽǀĂƟǀĞŝĚĞĂƐ͘
^ĞůĨͲĐŽŶĮĚĞŶƚ͕ĚĞƚĞƌŵŝŶĞĚ͕ŽǀĞƌͲĐŽŶƚƌŽůůŝŶŐ͕ ŶƚƌĞƉƌĞŶĞƵƌƐŵĂLJĞdžŚŝďŝƚƐŽŵĞŽĨƚŚĞƐĞ
ĚĞĐŝƐŝǀĞ͕ĂŶĚĐŽŶĮĚĞŶƚ ƋƵĂůŝƟĞƐĂƚƟŵĞƐďƵƚŶŽŵŽƌĞƚŚĂŶĂŶLJŽŶĞĞůƐĞ͘

ŶƚƌĞƉƌĞŶĞƵƌƐ ĐĂŶ ďĞ ĂŶLJŽŶĞ ʹ ĂŶLJŽŶĞ ǁŝůůŝŶŐ ƚŽ ĞŵďƌĂĐĞ ƉƌŽďůĞŵƐ ĂƐ ŽƉƉŽƌƚƵŶŝƟĞƐ͕ ĂŶLJŽŶĞ ǁŚŽ
ĐŚŽŽƐĞƐƚŽĐƌĞĂƚĞĞĐŽŶŽŵŝĐŽƌƐŽĐŝĂůǀĂůƵĞ͘

ĞŝŶŐĂŶŶƚƌĞƉƌĞŶĞƵƌ | T hinking | 15
ŶƚƌĞƉƌĞŶĞƵƌƐ ƐŽůǀĞ ƉƌŽďůĞŵƐ͘ dŚĞƐĞ ƉƌŽďůĞŵƐ ŽŌĞŶ ŚĂǀĞ ƐŽĐŝĂů ĂŶĚ ĞĐŽŶŽŵŝĐ ŝŵƉĂĐƚ ŝŶ ƚŚĞ
ĐŽŵŵƵŶŝƟĞƐ Žƌ ƌĞŐŝŽŶƐ ŝŶ ǁŚŝĐŚ ƚŚĞLJ ĂƌĞ ŝŵƉůĞŵĞŶƚĞĚ͘ ŶƚƌĞƉƌĞŶĞƵƌƐ ǁŽƌůĚǁŝĚĞ ĂĚĚƌĞƐƐ Ă ďƌŽĂĚ
ƌĂŶŐĞŽĨǁĂŶƚƐĂŶĚŶĞĞĚƐ͘ŽƚŚƚŚĞĐŽŵŵƵŶŝƚLJƐƚŽƌĞĨŽƵŶĚĞƌ͕ǁŚŽƌĞĐŽŐŶŝnjĞƐĂŶĞĞĚĨŽƌĂůŽĐĂƟŽŶĨŽƌ
ĐŽŵŵƵŶŝƚLJŵĞŵďĞƌƐƚŽĮŶĚŚŽƵƐĞŚŽůĚŐŽŽĚƐŝŶŽŶĞƉůĂĐĞ͕ĂŶĚƚŚĞŝŶĚŝǀŝĚƵĂůƐ͕ǁŚŽĚĞǀĞůŽƉǁĂƚĞƌ
ĮůƚƌĂƟŽŶ ƐLJƐƚĞŵƐ ƚŽ ďƌŝŶŐ ĐůĞĂŶ ǁĂƚĞƌ ƚŽ ŶĞǁ ƉĂƌƚƐ ŽĨ ƚŚĞ ǁŽƌůĚ͕ ĂƌĞ ĞdžĂŵƉůĞƐ ŽĨ ĞŶƚƌĞƉƌĞŶĞƵƌƐ ŝŶ
ĂĐƟŽŶ͘

ŶƚƌĞƉƌĞŶĞƵƌƐǁŽƌŬƚŽůŝŵŝƚƌŝƐŬƚŚƌŽƵŐŚƌĞƐĞĂƌĐŚ͕ĂƐLJŽƵǁŝůůĚŽ͘ŶƚƌĞƉƌĞŶĞƵƌƐĂƌĞǀĞƌLJƐĞůĨͲĂǁĂƌĞĂŶĚ
ĚĞĮŶĞƚŚĞŝƌŐŽĂůƐĂŶĚǀŝƐŝŽŶƐĂƐƉĂƌƚŽĨƚŚĞŝƌƉƌŽĐĞƐƐ͕ĂƐLJŽƵǁŝůůĚŽ͘ŶƚƌĞƉƌĞŶĞƵƌƐƚĂŬĞĂĐƟŽŶ͕ĂƐLJŽƵ
ǁŝůůĚŽĂƐLJŽƵŐĞƚŝŶƚŽLJŽƵƌĐŽŵŵƵŶŝƚLJƚŽƵŶĚĞƌƐƚĂŶĚƚŚĞŽƉƉŽƌƚƵŶŝƟĞƐƚŚĂƚƐƵƌƌŽƵŶĚLJŽƵ͊/ŶƐƵŵŵĂƌLJ
ʹLJŽƵĐĂŶďĞĐŽŵĞĂŶĞŶƚƌĞƉƌĞŶĞƵƌĂŶĚƚŚĞƚŽŽůƐǁŝƚŚŝŶƚŚŝƐŬǁŝůůŚĞůƉLJŽƵĚĞǀĞůŽƉLJŽƵƌƐŬŝůůƐĞƚ͘

Lesson 1.3: ŽŵŵƵŶŝĐĂƟŶŐ


ůůĞŶƚƌĞƉƌĞŶĞƵƌƐŵƵƐƚďĞĂďůĞƚŽĐŽŵŵƵŶŝĐĂƚĞǁŝƚŚŵĂŶLJĚŝīĞƌĞŶƚƉĞŽƉůĞ͘ŽƚŚǀĞƌďĂůĂŶĚǁƌŝƩĞŶ
ĐŽŵŵƵŶŝĐĂƟŽŶƐ ĂƌĞ ŝŵƉŽƌƚĂŶƚ͊ dŚĞ ďĞƐƚ ǁĂLJ ƚŽ ďĞĐŽŵĞ ƐŬŝůůĞĚ Ăƚ ĐŽŵŵƵŶŝĐĂƟŶŐ ŝƐ ďLJ ƉƌĂĐƟĐŝŶŐ͘
dŚĞƌĞ ĂƌĞ ƚǁŽ ƚLJƉĞƐ ŽĨ ĐŽŵŵƵŶŝĐĂƟŽŶƐ ƚŚĂƚ ǁŝůů ďĞ ŝŵƉŽƌƚĂŶƚ ƚŚƌŽƵŐŚŽƵƚ ƚŚŝƐ Ŭ͗ ƌŽĐŬĞƚ ƉŝƚĐŚĞƐ
ĂŶĚďƵƐŝŶĞƐƐƉůĂŶƐ͘ƌŽĐŬĞƚƉŝƚĐŚŝƐĂƐŚŽƌƚƐƉĞĞĐŚƚŚĂƚĐŽŶǀĞLJƐŽŶĞ͛ƐǀŝƐŝŽŶ͕ŐŽĂůƐ͕ĂŶĚƉƵƌƉŽƐĞ͖ŝƚ
ŝĚĞŶƟĮĞƐĂŶŽƉƉŽƌƚƵŶŝƚLJĂŶĚďƌŝĞŇLJĚĞƐĐƌŝďĞƐƚŚĞĂƉƉƌŽĂĐŚƚŽƚŚĂƚŽƉƉŽƌƚƵŶŝƚLJʹƚŚĞƐŽůƵƟŽŶʹƚŚĂƚƚŚĞ
ĞŶƚƌĞƉƌĞŶĞƵƌǁŝůůƚĂŬĞ͘ƌŽĐŬĞƚƉŝƚĐŚŝƐƚĂƌŐĞƚĞĚƚŽƉŽƚĞŶƟĂůƐƵƉƉŽƌƚĞƌƐĂŶĚŽƚŚĞƌŝŶƚĞƌĞƐƚĞĚƉĂƌƟĞƐ͘
ďƵƐŝŶĞƐƐƉůĂŶŝƐĂĐŽŶĐŝƐĞĚŽĐƵŵĞŶƚƚŚĂƚŝŶĐůƵĚĞƐƚŚĞƐĂŵĞŝŶĨŽƌŵĂƟŽŶĂƐĂƌŽĐŬĞƚƉŝƚĐŚĂŶĚŝŶĐůƵĚĞƐ
ƚŚĞƌĞƐĞĂƌĐŚĂŶĚĂƐƐƵŵƉƟŽŶƐŽŶǁŚŝĐŚLJŽƵƌĂƉƉƌŽĂĐŚŝƐďĂƐĞĚ͘DŽƐƚŝŵƉŽƌƚĂŶƚůLJ͕ĂďƵƐŝŶĞƐƐƉůĂŶǁŝůů
ŝŶĐůƵĚĞŵŽƌĞĚĞƚĂŝůŽĨŚŽǁLJŽƵǁŝůůƌƵŶĂŶĚŽƌŐĂŶŝnjĞLJŽƵƌƐŽůƵƟŽŶ͘

Rocket Pitch
ŶƚƌĞƉƌĞŶĞƵƌƐŵƵƐƚůĞĂƌŶƚŽĐůĞĂƌůLJĂŶĚĞīĞĐƟǀĞůLJĐŽŵŵƵŶŝĐĂƚĞŝŶĂǁĂLJƚŚĂƚŐĞŶĞƌĂƚĞƐŝŶƚĞƌĞƐƚĨŽƌ
ƚŚĞŝƌŝĚĞĂƐ͘DŽƌĞŽŌĞŶƚŚĂŶŶŽƚLJŽƵŵĂLJŽŶůLJŚĂǀĞĂǀĞƌLJƐŚŽƌƚĂŵŽƵŶƚŽĨƟŵĞƚŽĐŽŶǀĞLJǁŚĂƚŝƐŵŽƐƚ
ŝŵƉŽƌƚĂŶƚĂŶĚͬŽƌŝŵƉƌĞƐƐŝǀĞĂďŽƵƚLJŽƵĂŶĚLJŽƵƌŝĚĞĂƐ͘KŶĞǁĂLJƚŽĚŽƚŚŝƐŝƐƚŚƌŽƵŐŚǁŚĂƚŝƐĐĂůůĞĚĂ
ƌŽĐŬĞƚƉŝƚĐŚʹĂƐƵĐĐŝŶĐƚĚĞůŝǀĞƌLJŽĨĂŶŝĚĞĂŽƌŽƉƉŽƌƚƵŶŝƚLJ͘ƌŽĐŬĞƚƉŝƚĐŚƵƐƵĂůůLJĐŽŶƐŝƐƚƐŽĨĂƐŝŵƉůĞ͕
ƚŚƌĞĞͲŵŝŶƵƚĞŽƌůĞƐƐƉƌĞƐĞŶƚĂƟŽŶƚŚĂƚĞdžƉůĂŝŶƐƚŚĞŵĂƌŬĞƚƉŽƚĞŶƟĂůĂŶĚŚŽǁLJŽƵƌƐŽůƵƟŽŶǁŝůůĂĚĚƌĞƐƐ
ŝƚ͘ ĞĐĂƵƐĞ ƚŚŝƐ ƉƌĞƐĞŶƚĂƟŽŶ ŝƐ ƐŽ ďƌŝĞĨ͕ LJŽƵ ǁĂŶƚ ƚŽ ŝŶĐůƵĚĞ ŽŶůLJ ĞŶŽƵŐŚ ĚĞƚĂŝů ƚŽ ŝŶƚĞƌĞƐƚ ƉŽƐƐŝďůĞ
ƐƵƉƉŽƌƚĞƌƐĂŶĚŚŝŐŚůŝŐŚƚǁŚLJLJŽƵƌŝĚĞĂŝƐƐƉĞĐŝĂů͘ĞĂƐĐŽŶĐŝƐĞĂŶĚƐƚƌĂŝŐŚƞŽƌǁĂƌĚĂƐƉŽƐƐŝďůĞ͕ďƵƚ
ďƌŝŶŐƉĂƐƐŝŽŶĂŶĚĞŶĞƌŐLJƚŽƚŚĞŝĚĞĂƐŽƚŚĂƚŽƚŚĞƌƐĂƌĞŝŶƐƉŝƌĞĚďLJLJŽƵ͘

dŚĞƌĞĂƌĞĨŽƵƌĂƌĞĂƐƚŚĂƚLJŽƵƐŚŽƵůĚĐŽǀĞƌŝŶLJŽƵƌƌŽĐŬĞƚƉŝƚĐŚ͗
 ϭ͘dŚĞEĞĞĚ
 Ϯ͘WƌŽĚƵĐƚŽƌ^ĞƌǀŝĐĞ^ŽůƵƟŽŶ
 ϯ͘'ŽĂůƐ
 ϰ͘ƵĚŝĞŶĐĞĂůůƚŽĐƟŽŶ

DŽƌĞĚĞƚĂŝůĂďŽƵƚƚŚĞƉĂƌƚƐŽĨƚŚĞƌŽĐŬĞƚƉŝƚĐŚĐĂŶďĞĨŽƵŶĚŝŶƚŚĞŽŝŶŐƐĞĐƟŽŶŽĨƚŚŝƐŬ͘

Business Plan
ďƵƐŝŶĞƐƐƉůĂŶŝƐƚLJƉŝĐĂůůLJŵĂĚĞƵƉŽĨŬĞLJŝŶĨŽƌŵĂƟŽŶŝŶĐůƵĚŝŶŐĂƐƵŵŵĂƌLJŽĨƚŚĞŽƉƉŽƌƚƵŶŝƚLJ͕ŵĂƌŬĞƚ
ƌĞƐĞĂƌĐŚŽĨƚŚĞŝŶĚƵƐƚƌLJĂŶĚĞŶǀŝƌŽŶŵĞŶƚŽĨƚŚĞŽƉƉŽƌƚƵŶŝƚLJ͕ƚŚĞĚĞƐĐƌŝƉƟŽŶŽĨƚŚĞƐŽůƵƟŽŶŝŶĐůƵĚŝŶŐ
ĂŶŽƉĞƌĂƟŽŶƐĂŶĚŵĂƌŬĞƟŶŐƉůĂŶ͕ŐŽĂůƐĂŶĚƉƌŽũĞĐƚĞĚŵĞĂƐƵƌĞƐŽĨƚŚŽƐĞŐŽĂůƐʹĮŶĂŶĐŝĂů͕ŝŵƉĂĐƚŽƌ
ŽƚŚĞƌǁŝƐĞĂŶĚŝĚĞŶƟĮĐĂƟŽŶŽĨŶĞĐĞƐƐĂƌLJƌĞƐŽƵƌĐĞƐƚŽŐĞƚƐƚĂƌƚĞĚ͘

ďƵƐŝŶĞƐƐƉůĂŶŝƐůŝŬĞĂƌŽĂĚŵĂƉʹƚŚĞƌĞĂƌĞŵĂŶLJǁĂLJƐƚŽŐĞƚĨƌŽŵƉŽŝŶƚƚŽƉŽŝŶƚ͕ĂŶĚŝŶŵĂŶLJĐĂƐĞƐ
LJŽƵǁŝůůŶŽƚĨŽůůŽǁƚŚĞƌŽĂĚŵĂƉĞdžĂĐƚůLJ͘,ŽǁĞǀĞƌ͕ŝƚƉƌŽǀŝĚĞƐĂĨƌĂŵĞǁŽƌŬƚŽŐĞƚƐƚĂƌƚĞĚĂŶĚŚĞůƉƐĂĐƚ
ĂƐĂĐŚĞĐŬůŝƐƚŝŶĐŽŶƐŝĚĞƌŝŶŐŝŵƉŽƌƚĂŶƚĨĂĐƚŽƌƐĂůŽŶŐƚŚĞǁĂLJ͘zŽƵƌďƵƐŝŶĞƐƐƉůĂŶǁŝůůĐŚĂŶŐĞĂƐLJŽƵďĞŐŝŶ
ƚŽŝŵƉůĞŵĞŶƚLJŽƵƌŝĚĞĂƐĂŶĚůĞĂƌŶĨƌŽŵƚŚŽƐĞĂĐƟŽŶƐdŚĂƚŝƐǁŚLJŝƚŝƐŝŵƉŽƌƚĂŶƚƚŽďĞŐŝŶƉƌĂĐƟĐŝŶŐŽƌ
ƚƌLJŝŶŐŽƵƚLJŽƵƌŝĚĞĂƐĂƐƐŽŽŶĂƐƉŽƐƐŝďůĞʹƚŚĞƌĞ͛ƐŶŽďĞƩĞƌǁĂLJƚŽůĞĂƌŶ͊

tŚĞƌĞ LJŽƵƌ ƌŽĐŬĞƚ ƉŝƚĐŚ ǁŝůů ŚĞůƉ ƐƉĂƌŬ ŝŶƚĞƌĞƐƚ ĨƌŽŵ ƐƵƉƉŽƌƚĞƌƐ͕ LJŽƵƌ ďƵƐŝŶĞƐƐ ƉůĂŶ ƐŚŽƵůĚ ŚĞůƉ ƚŽ
ƐŽůŝĚŝĨLJƚŚĞŚĞůƉŽĨLJŽƵƌƐƵƉƉŽƌƚĞƌƐ͘zŽƵƌďƵƐŝŶĞƐƐ ƉůĂŶǁŝůůƐŚĂƌĞƚŚĞĂƐƐƵŵƉƟŽŶƐƚŚĂƚLJŽƵƌŝĚĞĂŽƌ
ƐŽůƵƟŽŶŝƐďĂƐĞĚŽŶ͕ĂŶĚǁŝůůƐŚŽǁƚŚĞƵŶĚĞƌůLJŝŶŐŝŶŶŽǀĂƟŽŶĂŶĚĐƌĞĂƟŽŶďĞŚŝŶĚLJŽƵƌŝĚĞĂ͘ĚĚŝƟŽŶĂůůLJ͕
ŝƚǁŝůůĐůĂƌŝĨLJƚŚĞŵĞĂƐƵƌĞŵĞŶƚĂŶĚƉƌŽũĞĐƟŽŶŽĨƚŚŽƐĞŐŽĂůƐ͕ǁŚŝĐŚǁŝůůŚĞůƉƉŽƚĞŶƟĂůƐƵƉƉŽƌƚĞƌƐĚĞĐŝĚĞ
ŝĨƚŚŽƐĞŐŽĂůƐĂƌĞďŽƚŚƌĞĂƐŽŶĂďůĞĂŶĚŝŶůŝŶĞǁŝƚŚƚŚĞŝƌŽďũĞĐƟǀĞƐ͘DĂŶLJďƵƐŝŶĞƐƐƉůĂŶƐǁŝůůĐŽǀĞƌƚŚĞ
ĨŽůůŽǁŝŶŐĂƌĞĂƐ͕ƚŚŽƵŐŚĞǀĞƌLJďƵƐŝŶĞƐƐƉůĂŶĐĂŶďĞĚŝīĞƌĞŶƚ͘

16 | T hinking | ĞŝŶŐĂŶŶƚƌĞƉƌĞŶĞƵƌ
džĞĐƵƟǀĞ^ƵŵŵĂƌLJ
dŚŝƐƐĞĐƟŽŶǁŝůůƐĞƌǀĞĂƐĂƐƵŵŵĂƌLJŽĨLJŽƵƌĞŶƟƌĞďƵƐŝŶĞƐƐƉůĂŶ͘dŚĞŐŽĂůŽĨƚŚĞĞdžĞĐƵƟǀĞƐƵŵŵĂƌLJ
ŝƐ ƚŽ ŚŝŐŚůŝŐŚƚ ƚŚĞ ŝŵƉŽƌƚĂŶƚ ƉĂƌƚƐ ŽĨ ĞĂĐŚ ƐĞĐƟŽŶ ŝŶ LJŽƵƌ ďƵƐŝŶĞƐƐ ƉůĂŶ͘ dŚĞ ĞdžĞĐƵƟǀĞ ƐƵŵŵĂƌLJ
ƌĞƋƵŝƌĞƐŝŶĨŽƌŵĂƟŽŶĨƌŽŵƚŚĞŽƚŚĞƌƐĞĐƟŽŶƐƐŽŝƚǁŝůůůŝŬĞůLJďĞƚŚĞůĂƐƚƐĞĐƟŽŶŽĨLJŽƵƌƉůĂŶƚŚĂƚLJŽƵ
ǁƌŝƚĞ͘
DĂƌŬĞƚŶĂůLJƐŝƐ
WŽƐŝƟŽŶŝŶŐ͗ThŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐŚŽǁLJŽƵƌŝĚĞĂŝƐƵŶŝƋƵĞĂŶĚĂĚĚƐǀĂůƵĞƌĞůĂƟǀĞƚŽŽƚŚĞƌďƵƐŝŶĞƐƐĞƐ
ǁŚŝĐŚŵĂLJĂůƌĞĂĚLJďĞŽƵƚƚŚĞƌĞĂĚĚƌĞƐƐŝŶŐƚŚĞǀĞƌLJƐĂŵĞŝƐƐƵĞ͘ĞƐƵƌĞƚŽŝŶĐůƵĚĞĂƉŽƐŝƟŽŶŝŶŐŵĂƉ͘

^tKd ŶĂůLJƐŝƐ͗ dŚŝƐ ƐĞĐƟŽŶ ĚĞƐĐƌŝďĞƐ ŝŶƚĞƌŶĂů ƐƚƌĞŶŐƚŚ ĂŶĚ ǁĞĂŬŶĞƐƐĞƐ ĂƐ ǁĞůů ĂƐ ĞdžƚĞƌŶĂů
ŽƉƉŽƌƚƵŶŝƟĞƐ ĂŶĚ ƚŚƌĞĂƚƐ ŝŶ ƚŚĞ ŵĂƌŬĞƚƉůĂĐĞ͘ Ğ ƐƵƌĞ ƚŽ ŝŶĐůƵĚĞ ŚŽǁ LJŽƵ ǁŝůů ĐĂƉŝƚĂůŝnjĞ ŽŶ LJŽƵƌ
streŶŐƚŚƐĂŶĚŽƉƉŽƌƚƵŶŝƟĞƐĂŶĚŵŝŶŝŵŝnjĞLJŽƵƌǁĞĂŬŶĞƐƐĞƐĂŶĚƚŚƌĞĂƚƐ͘
WƌŽĚƵĐƚŽƌ^ĞƌǀŝĐĞ;^ŽůƵƟŽŶͿ
DŝƐƐŝŽŶ ^ƚĂƚĞŵĞŶƚ͗ dŚŝƐ ƐĞĐƟŽŶ ĚĞƐĐƌŝďĞƐ LJŽƵƌ ƉƌŽĚƵĐƚ Žƌ ƐĞƌǀŝĐĞ ŝĚĞĂ ŝŶ ĂŶĚ ŝƚƐ ŝŵƉŽƌƚĂŶĐĞ ŝŶ Ă
ƐŚŽƌƚ͕ĐŽŶĐŝƐĞ͕ĂŶĚƉŽǁĞƌĨƵůǁĂLJ͘ĞƐƵƌĞƚŽŝŶĐůƵĚĞŝŶLJŽƵƌĚĞƐĐƌŝƉƟŽŶLJŽƵƌŝĚĞĂ͕ƚŚĞŶĞĞĚLJŽƵĂƌĞ
ŵĞĞƟŶŐ͕ĂŶĚƚŚĞƉĞŽƉůĞǁŚŽǁŝůůďĞŶĞĮƚĨƌŽŵLJŽƵƌŝĚĞĂ͘dŚĞŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚŝƐƚŚĞĚƌŝǀŝŶŐĨŽƌĐĞ
ďĞŚŝŶĚĞǀĞƌLJĚĞĐŝƐŝŽŶĨŽƌƚŚĞďƵƐŝŶĞƐƐ͘

WƌŽĚƵĐƚŽƌ^ĞƌǀŝĐĞĞƐĐƌŝƉƟŽŶ͗dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝĚĞĂ͘ĞƐƵƌĞƚŽŝŶĐůƵĚĞ
ŝŶĨŽƌŵĂƟŽŶĂďŽƵƚƚŚĞǀĂůƵĞĂĚĚĞĚďLJLJŽƵƌŝĚĞĂĂŶĚŚŽǁLJŽƵĂƌĞƉŽƐŝƟŽŶŝŶŐLJŽƵƌƐĞůĨŝŶLJŽƵƌďƵƐŝŶĞƐƐ
ĞŶǀŝƌŽŶŵĞŶƚ͘
DĂƌŬĞƟŶŐΘ^ĂůĞƐ
WĞŽƉůĞ͗dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐŝŶĚĞƚĂŝůƚŚĞƉĞŽƉůĞǁŚŽƐĞŶĞĞĚLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝƐŵĞĞƟŶŐ͘Ğ
ƐƵƌĞƚŽŝŶĐůƵĚĞĚĞŵŽŐƌĂƉŚŝĐŝŶĨŽƌŵĂƟŽŶĂƐǁĞůůĂƐŚŽǁƚŚĞLJƵƐĞƚŚĞƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͘

WƌŽŵŽƟŽŶ͗dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐLJŽƵƌƉƌŽŵŽƟŽŶƐƚƌĂƚĞŐLJ͘ĞƐƵƌĞƚŽŝŶĐůƵĚĞŝŶĨŽƌŵĂƟŽŶĂďŽƵƚLJŽƵƌ
ďƌĂŶĚŝĚĞŶƟƚLJĂƐǁĞůůĂƐŝŶĨŽƌŵĂƟŽŶĂďŽƵƚƚŚĞĐŽƐƚƐĂƐƐŽĐŝĂƚĞĚǁŝƚŚLJŽƵƌƉůĂŶƐ͘

WůĂĐĞ͗dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐƚŚĞůŽĐĂƟŽŶĂƚǁŚŝĐŚLJŽƵǁŝůůƐĞůůLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͘ĞƐƵƌĞƚŽ
ĞdžƉůĂŝŶǁŚLJLJŽƵŚĂǀĞƉŝĐŬĞĚƚŚŝƐůŽĐĂƟŽŶĂƐŝƚƌĞůĂƚĞƐƚŽǁŚĂƚLJŽƵŬŶŽǁĂďŽƵƚLJŽƵƌƚĂƌŐĞƚĐƵƐƚŽŵĞƌ͘
WƌŝĐĞ͗dŚŝƐƐĞĐƟŽŶŝĚĞŶƟĮĞƐƚŚĞƉƌŝĐĞĂƚǁŚŝĐŚLJŽƵǁŝůůƐĞůůLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͘
KƉĞƌĂƟŽŶƐ
WƌŽĚƵĐƚĂŶĚŝƐƚƌŝďƵƟŽŶ͗dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐŝŶĚĞƚĂŝůŚŽǁLJŽƵǁŝůůŐĞƚLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƚŽ
ƚŚĞĐƵƐƚŽŵĞƌ͘ĞƐƵƌĞƚŽŝŶĐůƵĚĞĂĚƌĂǁŝŶŐŽĨLJŽƵƌƐƵƉƉůLJĐŚĂŝŶĂŶĚĂĚĞƐĐƌŝƉƟŽŶŽĨĞĂĐŚůŝŶŬŝŶLJŽƵƌ
ĐŚĂŝŶĂƐǁĞůůĂƐǁŚĂƚŝŶƉƵƚƐLJŽƵǁŝůůŶĞĞĚĂŶĚĨƌŽŵǁŚŽŵLJŽƵǁŝůůŐĞƚƚŚĞŵ͘

dĞĂŵ͗ dŚŝƐ ƐĞĐƟŽŶ ĚĞƐĐƌŝďĞƐ ƚŚĞ ƚĞĂŵ ŵĞŵďĞƌƐ ǁŚŽ ǁŝůů ďĞ ƌƵŶŶŝŶŐ ƚŚĞ ďƵƐŝŶĞƐƐ͘ Ğ ƐƵƌĞ ƚŽ
ŝŶĐůƵĚĞǁŚĂƚƐŬŝůůƐĞĂĐŚƚĞĂŵŵĞŵďĞƌďƌŝŶŐƐƚŽƚŚĞƚŚĞďƵƐŝŶĞƐƐ͘/ŶĐůƵĚĞĂĚĞƐĐƌŝƉƟŽŶŽĨĞĂĐŚƚĞĂŵ
ŵĞŵďĞƌ͛ƐƌŽůĞŝŶƚŚĞďƵƐŝŶĞƐƐ͛ƐŽƉĞƌĂƟŽŶƐ͘

ŽƌĞŽŵŵŝƚŵĞŶƚƐ͗dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐLJŽƵƌĐŽƌĞĐŽŵŵŝƚŵĞŶƚƐƚŽLJŽƵƌƐĞůĨ͕ƚŽĞĂĐŚŽƚŚĞƌ;ŝĨLJŽƵ
ŚĂǀĞĂƚĞĂŵͿ͕ĂŶĚƚŽƚŚĞĐŽŵŵƵŶŝƚLJLJŽƵƌďƵƐŝŶĞƐƐƐĞƌǀĞƐ͘

&ŝŶĂŶĐŝĂů^ƚĂƚĞŵĞŶƚƐ
^ĂůĞƐƵĚŐĞƚ͗dŚŝƐƐƚĂƚĞŵĞŶƚƐŚŽǁƐǁŚĂƚLJŽƵƚŚŝŶŬLJŽƵƌĞdžƉĞĐƚĞĚƐĂůĞƐƌĞǀĞŶƵĞƐĂŶĚĞdžƉĞŶƐĞƐǁŝůů
ďĞĨŽƌĂƉĞƌŝŽĚŽĨƟŵĞ͘

WƌŽ&ŽƌŵĂ/ŶĐŽŵĞ^ƚĂƚĞŵĞŶƚ͗dŚŝƐƐƚĂƚĞŵĞŶƚƐŚŽǁƐĂŶĞƐƟŵĂƟŽŶŽĨŚŽǁƉƌŽĮƚĂďůĞLJŽƵƌďƵƐŝŶĞƐƐ
ǁŝůůďĞŽǀĞƌƟŵĞ͘

^ĐŚĞĚƵůĞ ŽĨ ^ƚĂƌƚͲhƉ ŽƐƚƐ͗ dŚŝƐ ƐƚĂƚĞŵĞŶƚ ƐŚŽǁƐ ǁŚĂƚ ĞdžƉĞŶƐĞƐ LJŽƵƌ ďƵƐŝŶĞƐƐ ǁŝůů ŝŶĐƵƌ ďĞĨŽƌĞ
oƉĞƌĂƟŽŶƐƐƚĂƌƚĂŶĚŚŽǁŵƵĐŚĐĂƐŚǁŝůůďĞŶĞĞĚĞĚƚŽĐŽǀĞƌƚŚĞƐĞĞdžƉĞŶƐĞƐ͘

&ƵŶĚŝŶŐ
dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐǁŚĂƚƌĞƐŽƵƌĐĞƐLJŽƵŶĞĞĚƚŽƐƚĂƌƚLJŽƵƌďƵƐŝŶĞƐƐĂŶĚĨƌŽŵǁŚĞƌĞLJŽƵǁŝůůŐĞƚ
ƚŚŽƐĞƌĞƐŽƵƌĐĞƐ͘

ZŝƐŬƐ
dŚŝƐƐĞĐƟŽŶĐŽǀĞƌƐƚŚĞƉŽƐƐŝďůĞƌŝƐŬƐŽĨŽƉĞŶŝŶŐLJŽƵƌďƵƐŝŶĞƐƐ͘DĂŬĞƐƵƌĞƚŽŝŶĐůƵĚĞĂŶLJĂƐƐƵŵƉƟŽŶƐ
LJŽƵĂƌĞŵĂŬŝŶŐĂďŽƵƚLJŽƵƌďƵƐŝŶĞƐƐ͘dŚŝŶŬŽĨǁŚĂƚƚŚĞƌŝƐŬƐƚŚĞƌĞĂƌĞĨŽƌŽƉĞŶŝŶŐLJŽƵƌďƵƐŝŶĞƐƐĂŶĚ
ŚŽǁƚŽŵŝŶŝŵŝnjĞƚŚĞŵ͘

ĞŝŶŐĂŶŶƚƌĞƉƌĞŶĞƵƌ | T hinking | 17
Lesson 1.4: DŽǀŝŶŐĨƌŽŵ/ĚĞĂƐƚŽĐƟŽŶ
dŚŝƐŬŝƐĚĞƐŝŐŶĞĚƚŽŚĞůƉLJŽƵƵŶĚĞƌƐƚĂŶĚĂŶĚŶĂǀŝŐĂƚĞƚŚĞĞŶƚƌĞƉƌĞŶĞƵƌŝĂůƉƌŽĐĞƐƐ͘zŽƵǁŝůůŵŽǀĞ
ĨƌŽŵďĞŝŶŐĂŚŝŐŚƐĐŚŽŽůƐƚƵĚĞŶƚǁŝƚŚĂŶŝĚĞĂƚŽĂLJŽƵŶŐĞŶƚƌĞƉƌĞŶĞƵƌƌĞĂĚLJƚŽƚĂŬĞĂĐƟŽŶ͘zŽƵǁŝůů
ŚĂǀĞƚŽƚŚŝŶŬĂďŽƵƚLJŽƵƌƐĞůĨ͕LJŽƵƌĂĐƟǀŝƟĞƐ͕ĂŶĚLJŽƵƌƐŬŝůůƐŝŶǁĂLJƐƚŚĂƚĂƌĞƉƌŽďĂďůLJĚŝīĞƌĞŶƚĨƌŽŵŚŽǁ
LJŽƵŚĂǀĞƚŚŽƵŐŚƚĂďŽƵƚƚŚĞŵďĞĨŽƌĞ͘

tƌŝƚĞĂůůŽǀĞƌƚŚĞŬʹĚƌĂǁŝĚĞĂƐ͕ƚĂŬĞŶŽƚĞƐ͕ƵŶĚĞƌůŝŶĞƚĞdžƚ͕ĚŽĂůůƚŚĂƚLJŽƵŶĞĞĚƚŽĚŽƚŽŚĞůƉLJŽƵ
ŐĞŶĞƌĂƚĞŶĞǁŝĚĞĂƐ͘dŽƵŶĚĞƌƐƚĂŶĚŚŽǁƚŚŝƐŬǁŝůůŐƵŝĚĞLJŽƵĨƌŽŵŝĚĞĂƐƚŽĂĐƟŽŶƚŚŝŶŬĂďŽƵƚƚŚĞǁĂLJ
ĂƚƌĞĞŐƌŽǁƐ͘/ŶƚŚĞĐĞŶƚĞƌŝƐLJŽƵ͕ƚŚĞƐĞĞĚĂŶĚLJŽƵƌĐŽŵŵƵŶŝƚLJ͕ƚŚĞŐƌŽƵŶĚŝŶǁŚŝĐŚLJŽƵĂƌĞƉůĂŶƚĞĚ͘
tŚĞƌĞ LJŽƵƌ ƉĂƐƐŝŽŶƐ ĂŶĚ ŬŶŽǁůĞĚŐĞ ŵĞĞƚ LJŽƵƌ ĐŽŵŵƵŶŝƚLJ͛Ɛ ŶĞĞĚƐ͕ LJŽƵ ĐĂŶ ĮŶĚ ĂŶ ŽƉƉŽƌƚƵŶŝƚLJ ƚŽ
ĐƌĞĂƚĞĂƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƚŚĂƚǁŝůůŵĂŬĞLJŽƵƌĐŽŵŵƵŶŝƚLJĂďĞƩĞƌƉůĂĐĞͲƚŚĞƚƌĞĞďĞŐŝŶƐƚŽŐƌŽǁƌŽŽƚƐ͘
dŚĞƚƌĞĞƐƉƌŽƵƚƐĨƌŽŵƚŚĞŐƌŽƵŶĚĂŶĚďĞŐŝŶƐƚŽůĞĂĨŽŶĐĞLJŽƵĂƌĞĂďůĞƚŽĚĞĮŶĞƚŚĞŽƉƉŽƌƚƵŶŝƚLJĂŶĚ
ƚĂŬĞĂĐƟŽŶďLJĚĞǀĞůŽƉŝŶŐĂƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƐŽůƵƟŽŶ͘dŚĞĐŽŶĮĚĞŶĐĞLJŽƵŐĂŝŶĨƌŽŵƵŶĚĞƌƐƚĂŶĚŝŶŐ
LJŽƵƌƐĞůĨĂŶĚůĞĂƌŶŝŶŐƚŚĞƐŬŝůůƐĨƌŽŵǁŝƚŚŝŶ&ƌŽŵ/ĚĞĂƐƚŽĐƟŽŶĂĐƚĂƐƚŚĞƐƵŶĚŽĞƐƚŽƚŚĞƚƌĞĞʹŝƚ
ŝŶƐƉŝƌĞƐ͕ŝƚĞŶĐŽƵƌĂŐĞƐĂŶĚŝƚĞŶĂďůĞƐ͘

Confidence

entrepreneurial
solu"on

you

opportunity

community
/ƚ ŝƐ ŝŵƉŽƌƚĂŶƚ ƚŽ ĂůǁĂLJƐ ŬĞĞƉ ŝŶ ŵŝŶĚ ƚŚĂƚ ƚŚŝƐ ŝƐ Ă ĐLJĐůĞ͘  Ɛ LJŽƵ ĐŚĂŶŐĞ͕ LJŽƵ ŵĂLJ ŶĞĞĚ ƚŽ ƌĞƚŚŝŶŬ
ǁŚĂƚ LJŽƵ ĂƌĞ ƉĂƐƐŝŽŶĂƚĞ ĂŶĚ ŬŶŽǁůĞĚŐĞĂďůĞ ĂďŽƵƚ ĂŶĚ ĂƐ LJŽƵƌ ĐŽŵŵƵŶŝƚLJ ĐŚĂŶŐĞƐ LJŽƵ ŵĂLJ ŶĞĞĚ
ƚŽ ƌĞƚŚŝŶŬ ǁŚĂƚ ƚŚĞ ƌĞĂů ŶĞĞĚƐ ĂƌĞ ŽĨ LJŽƵƌ ĐŽŵŵƵŶŝƚLJ ŶŽǁ͘ :ƵƐƚ ĂƐ Ă ƚƌĞĞ ŵƵƐƚ ƌĞĂĐƚ ƚŽ ĐŚĂŶŐĞƐ ŝŶ
ǁĞĂƚŚĞƌ͕ŝŶĐůƵĚŝŶŐƉĞƌŝŽĚƐŽĨĚƌŽƵŐŚƚŽƌŚĞĂǀLJƌĂŝŶ͕LJŽƵƚŽŽŵƵƐƚďĞƉƌĞƉĂƌĞĚĨŽƌƵŶĞdžƉĞĐƚĞĚĐŚĂŶŐĞƐ͘
tŚĞŶĞǀĞƌLJŽƵŽƌLJŽƵƌĐŽŵŵƵŶŝƚLJĐŚĂŶŐĞƐ͕LJŽƵǁŝůůŚĂǀĞƚŽƌĞͲĞǀĂůƵĂƚĞƚŚĞŽƉƉŽƌƚƵŶŝƚLJĂŶĚ͕ĂƐĂƌĞƐƵůƚ͕
ƚŚĞ ƉƌŽĚƵĐƚ Žƌ ƐĞƌǀŝĐĞ ƐŽůƵƟŽŶ͕ ůŽŽŬŝŶŐ ĨŽƌ ǁĂLJƐ ƚŽ ŐƌŽǁ ƚĂůůĞƌ͕ ƐƚƌŽŶŐĞƌ ĂƐ ƚŚĞ ƚƌĞĞ ĚŽĞƐ Žƌ Ă ŵŽƌĞ
ƐƵĐĐĞƐƐĨƵů͕ŝŵƉĂĐƞƵůŵĞŵďĞƌŽĨLJŽƵƌĐŽŵŵƵŶŝƚLJ͘

18 | T hinking | ĞŝŶŐĂŶŶƚƌĞƉƌĞŶĞƵƌ
&ŽůůŽǁĂůŽŶŐǁŝƚŚƚŚĞƉƌŽŐƌĞƐƐƌĞƉŽƌƚĂƐLJŽƵŵŽǀĞƚŚƌŽƵŐŚƚŚĞ/ĚĞĂƐƚŽĐƟŽŶtŽƌŬŬ͘ZĞĂĚƚŚĞ
WƌŽŐƌĞƐƐ^ƚĂƚĞŵĞŶƚŽŶƚŚĞůĞŌƐŝĚĞŽĨƚŚĞƚĂďůĞ͕ƚŚĞŶ͕ŝŶĂĐŽůƵŵŶ͕ĐŚĞĐŬŽīŝĨƚŚĞWƌŽŐƌĞƐƐƐƚĂƚĞŵĞŶƚŝƐ
ƚƌƵĞĂŶĚĂĚĚĐŽŵŵĞŶƚƐĂďŽƵƚǁŚĂƚƚŚĂƚƐƚĂƚĞŵĞŶƚŵĞĂŶƐƚŽLJŽƵ͘dŚŝƐŬŝƐĚĞƐŝŐŶĞĚĨŽƌLJŽƵƚŽƵƐĞ
ŽǀĞƌĂŶĚŽǀĞƌĂŐĂŝŶƐŽďĞƐƵƌĞƚŽĂĚĚLJŽƵƌĐŽŵŵĞŶƚƐĂďŽƵƚLJŽƵƌƉƌŽŐƌĞƐƐĨŽƌĞĂĐŚƟŵĞLJŽƵƵƐĞƚŚĞ
Ŭ͘ŽŵƉĂƌĞLJŽƵƌŶŽƚĞƐʹLJŽƵŵĂLJďĞŝŵƉƌĞƐƐĞĚƚŽƐĞĞŚŽǁLJŽƵŐƌŽǁĞĂĐŚƟŵĞ͘

WŽŐƌĞƐƐ^ƚĂƚĞŵĞŶƚ &ŝƌƐƚ ^ĞĐŽŶĚ dŚŝƌĚ


dŝŵĞ dŝŵĞ dŝŵĞ
/ďĞůŝĞǀĞ/ĂŵĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͘
/ĐĂŶŝĚĞŶƟĨLJƚŚĞĐŽƌĞǀĂůƵĞƐ/ůŝǀĞďLJ͘
/ŬŶŽǁǁŚĂƚ/ĂŵƉĂƐƐŝŽŶĂƚĞĂďŽƵƚĂŶĚŚŽǁ/ĐĂŶƐƉĞŶĚŵŽƌĞ
ƟŵĞĚŽŝŶŐŝƚ͘
/ŚĂǀĞďƵŝůƚŵLJŶĞƚǁŽƌŬƚƌĞĞ͘/ŬŶŽǁŽĨƚŚĞƉĞŽƉůĞĂƌŽƵŶĚŵĞ
ĂŶĚŚŽǁ/ĐĂŶĐŽŶƟŶƵĞƚŽŵĞĞƚŶĞǁƉĞŽƉůĞĂŶĚĞdžƉĂŶĚŵLJ
ŶĞƚǁŽƌŬ͘
/ĐĂŶƌĞĐŽŐŶŝnjĞŶĞĞĚƐŝŶŵLJĐŽŵŵƵŶŝƚLJĂŶĚŚĂǀĞŝĚĞŶƟĮĞĚ
ƐƉĞĐŝĮĐŶĞĞĚƐƚŚĂƚ/ŵĂLJďĞĂďůĞƚŽŚĞůƉĂĚĚƌĞƐƐ͘
/ŚĂǀĞĞǀĂůƵĂƚĞĚŵLJĂďŝůŝƚLJƚŽĐƌĞĂƚĞƐŽůƵƟŽŶƐƚŽƚŚĞŶĞĞĚƐ/ŚĂǀĞ
ŽďƐĞƌǀĞĚ͘DLJĞǀĂůƵĂƟŽŶŝŶĚŝĐĂƚĞƐƚŚĂƚƚŚĞƌĞŝƐĂĚĞŵĂŶĚĨŽƌƚŚŝƐ
ƐŽůƵƟŽŶĂŶĚƚŚĂƚƚŚĞƐŽůƵƟŽŶŝƐƚŚĞďĞƐƚƉŽƐƐŝďůĞŽŶĞŐŝǀĞŶƚŚĞ
ŶĞĞĚƐĂŶĚƌĞƐŽƵƌĐĞƐŽĨƚŚĞĐŽŵŵƵŶŝƚLJ͘
/ŚĂǀĞƌĞƐĞĂƌĐŚĞĚŽƚŚĞƌƐŽůƵƟŽŶƐƚŚĂƚĞdžŝƐƚƚŽƚŚŝƐŶĞĞĚĂŶĚƚŚĞ
ƌĞƐĞĂƌĐŚŝŶĚŝĐĂƚĞƐƚŚĂƚŵŝŶĞŝƐĂƵŶŝƋƵĞƐŽůƵƟŽŶ͘/ĂŵĨĂŵŝůŝĂƌ
ǁŝƚŚƚŚŽƐĞƚŚĂƚǁŝůůďĞĐŽŶƐŝĚĞƌĞĚĐŽŵƉĞƟƚŽƌƐĂŶĚŽƚŚĞƌĚĞƚĂŝůƐ
ƵŶŝƋƵĞƚŽƚŚĞŵĂƌŬĞƚŝŶǁŚŝĐŚŵLJďƵƐŝŶĞƐƐƐŽůƵƟŽŶǁŝůůůŝǀĞ͘
/ŚĂǀĞĚĞǀĞůŽƉĞĚĂǁĂLJƚŚĂƚĐƵƐƚŽŵĞƌƐǁŝůůůĞĂƌŶĂďŽƵƚŵLJ
ƐŽůƵƟŽŶ͘
/ŬŶŽǁĂůůŽĨƚŚĞŝŶƉƵƚƐŽĨŵLJƐŽůƵƟŽŶĂŶĚǁŚĞƌĞƚŚĞLJǁŝůůĐŽŵĞ
ĨƌŽŵ͘
/ŬŶŽǁŚŽǁŵLJƐŽůƵƟŽŶǁŝůůďĞĐƌĞĂƚĞĚĂŶĚǁŝůůŵŽǀĞĨƌŽŵƚŚĞ
ŵĂƚĞƌŝĂůƐĨƌŽŵŵLJƐƵƉƉůŝĞƌƐƚŽƚŚĞƐŽůƵƟŽŶĨŽƌŵLJĐƵƐƚŽŵĞƌƐ͘
/ŬŶŽǁǁŚĂƚƉĞŽƉůĞ/ŶĞĞĚŽŶŵLJƚĞĂŵ͘
/ŚĂǀĞĂƉƌŽĐĞƐƐŝŶƉůĂĐĞĨŽƌƌĞĐŽƌĚŝŶŐŵLJƚƌĂŶƐĂĐƟŽŶƐĂŶĚ/
ƵŶĚĞƌƐƚĂŶĚŚŽǁ/ĐĂŶƵƐĞƚŚĂƚĚĂƚĂƚŽŵĂŬĞĚĞĐŝƐŝŽŶƐ͘
/ŚĂǀĞŝĚĞŶƟĮĞĚƚŚĞǁĂLJƐƚŚĂƚ/ǁŝůůŐĞƚƚŚĞŵĂƚĞƌŝĂůƐ/ŶĞĞĚ
ƚŽŐĞƚƐƚĂƌƚĞĚ͘/ŚĂǀĞĂƉůĂŶĨŽƌŚŽǁ/ǁŝůůŐĞƚĂŶLJƌĞŵĂŝŶŝŶŐ
ƌĞƐŽƵƌĐĞƐŶĞĐĞƐƐĂƌLJ͘
/ŚĂǀĞƉƌĂĐƟĐĞĚŵLJƌŽĐŬĞƚƉŝƚĐŚǁŝƚŚĚŝīĞƌĞŶƚƉĞŽƉůĞĂŶĚŚĂǀĞ
ƚĂŝůŽƌĞĚƚŚĞƉŝƚĐŚƚŽĚŝīĞƌĞŶƚƉĞŽƉůĞǁŚŽŵŝŐŚƚďĞŝŶƚĞƌĞƐƚĞĚĨŽƌ
ĚŝīĞƌĞŶƚƌĞĂƐŽŶƐ͘
/ŚĂǀĞĚĞǀĞůŽƉĞĚĂŐŽĂůƐƟŵĞůŝŶĞĂŶĚŚĂǀĞĂŶŝĚĞĂŽĨƚŚĞ
ŽďƐƚĂĐůĞƐƚŚĂƚ/ŵŝŐŚƚĨĂĐĞĂƐ/ŵŽǀĞƚŽĐŽŵƉůĞƚĞŵLJŐŽĂůƐ͘
/ŚĂǀĞŝĚĞŶƟĮĞĚĂƌĞĂƐŽĨŵLJďƵƐŝŶĞƐƐƚŚĂƚ/ĐĂŶƚƌĂŝŶŽƚŚĞƌƐƚŽĚŽ
ĂƐ/ŐƌŽǁƚŚĞďƵƐŝŶĞƐƐĂŶĚƚĂŬĞŽŶŽƚŚĞƌƌŽůĞƐ͘
/ŬŶŽǁŚŽǁ/ĐĂŶƵƐĞƚŚĞƐĞƐŬŝůůƐŝŶŵLJĞǀĞƌLJĚĂLJůŝĨĞ͘

ĞŝŶŐĂŶŶƚƌĞƉƌĞŶĞƵƌ | T hinking | 19
ZĞŇĞĐƟŽŶ͗ Being an Entrepreneur
/ŶƚŚŝƐĐŚĂƉƚĞƌ͕LJŽƵ͛ǀĞŚŽƉĞĨƵůůLJĚŝƐĐŽǀĞƌĞĚĂůŝƩůĞĂďŽƵƚǁŚĂƚŝƚǁŝůůďĞůŝŬĞƚŽďĞĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͘
ĂŶLJŽƵƚŚŝŶŬŽĨĂƟŵĞǁŚĞŶLJŽƵŚĂǀĞĂůƌĞĂĚLJĞŶĐŽƵŶƚĞƌĞĚƚŚĞƚŚŝŶŬͲůĞĂƌŶͲĂĐƚƉƌŽĐĞƐƐ͍ Think
ĂďŽƵƚĂƟŵĞǁŚĞŶLJŽƵŵĂĚĞďŝŐƉůĂŶƐďƵƚůŝĨĞĚŝĚŶ͛ƚŐŽƚŚĞǁĂLJLJŽƵƚŚŽƵŐŚƚŝƚǁŽƵůĚͲͲŚŽǁĚŝĚ
LJŽƵƌĞĂĐƚĂŶĚƌĞǀŝƐĞLJŽƵƌƉůĂŶƐ͍dŚŝŶŬĂďŽƵƚĂƟŵĞǁŚĞŶLJŽƵĚŝĚŶ͛ƚŚĂǀĞĞŶŽƵŐŚƌĞƐŽƵƌĐĞƐďƵƚ
LJŽƵƐƟůůƚŽŽŬƚŚĞĮƌƐƚƐƚĞƉͲͲŚŽǁĚŝĚƚŚĂƚǁŽƌŬŽƵƚ͍

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ǀĞƌLJŐŽŽĚĞŶƚƌĞƉƌĞŶĞƵƌ _______________________________________
ǁŝůůŚĂǀĞƚŽƌĞǀŝƐĞƚŚĞŝƌƉůĂŶƐ
ŽǀĞƌĂŶĚŽǀĞƌĂŐĂŝŶĂƐƚŚĞLJ _______________________________________
ŐĂŝŶŶĞǁŝŶƐŝŐŚƚƐ͘ZĞŵĞŵďĞƌƚŽ
ůĞĂǀĞƐŽŵĞƐƉĂĐĞƚŽĐŽŵĞďĂĐŬ͕ _______________________________________
ƌĞǀŝƐŝƚLJŽƵƌƌĞŇĞĐƟŽŶ͕ĂŶĚĂĚĚ
ŵŽƌĞƚŚŽƵŐŚƚƐĂƐŶĞĞĚĞĚ͘ _______________________________________
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20 | T hinking | ĞŝŶŐĂŶŶƚƌĞƉƌĞŶĞƵƌ
>> Knowing
Myself

My Values

2
My Leadership Style
What is an Entrepreneur?
ďŽǀĞĂůů͕ƐƵĐĐĞƐƐĨƵůĞŶƚƌĞƉƌĞŶĞƵƌƐĂƌĞƐĞůĨͲĂǁĂƌĞ͘dŚŝƐĐŚĂƉƚĞƌŵĂLJŚĞůƉLJŽƵƚŽĂƐŬƋƵĞƐƟŽŶƐ
ĂďŽƵƚ LJŽƵƌƐĞůĨ ƚŚĂƚ LJŽƵ ŚĂǀĞ ŶŽƚ ŚĂĚ ƚŽ ĂƐŬ ďĞĨŽƌĞ Ͳ ƚĂŬĞ ĂĚǀĂŶƚĂŐĞ ŽĨ ƚŚŝƐ͊ ŚĂůůĞŶŐĞ
LJŽƵƌƐĞůĨ͊tŚĂƚĂƌĞLJŽƵƌǀĂůƵĞƐ͍tŚĂƚŝƐLJŽƵƌďĞŚĂǀŝŽƌĂůƐƚLJůĞ͍tŚĂƚĂƌĞLJŽƵƌƐƚƌĞŶŐƚŚƐĂŶĚ
ǁĞĂŬŶĞƐƐĞƐ͍zŽƵƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨLJŽƵƌŽǁŶŚŽŶĞƐƚĂŶƐǁĞƌƐƚŽƚŚĞƐĞƋƵĞƐƟŽŶƐĐĂŶŚĞůƉ
LJŽƵƚŽŶŽƚŽŶůLJĚĞǀĞůŽƉŐƌĞĂƚŝĚĞĂƐďƵƚƚŽŬŶŽǁLJŽƵƌďĞƐƚǁĂLJƚŽƉƵƚƚŚĞŵŝŶƚŽĂĐƟŽŶ͘

/ŵƉŽƌƚĂŶƚtŽƌĚƐƚŽ<ŶŽǁ

ZĞŇĞĐƚ͗ƚŽƚŚŝŶŬĐĂƌĞĨƵůůLJĂďŽƵƚ Entrepreneurship: ĂǁĂLJŽĨ


ƉĂƐƚĞdžƉĞƌŝĞŶĐĞƐĂŶĚƉĞƌƐŽŶĂů ƚŚŝŶŬŝŶŐĂŶĚĂĐƟŶŐƚŚĂƚĨŽĐƵƐĞƐŽŶ
ŬŶŽǁůĞĚŐĞĂŶĚĐŽŶƐŝĚĞƌǁŚĂƚŚĂƐ ŝĚĞŶƟĨLJŝŶŐŽƉƉŽƌƚƵŶŝƟĞƐ͕ŝŶĨŽƌŵƐ
ďĞĞŶůĞĂƌŶĞĚ͘ ĂĐƟŽŶǁŝƚŚĂŶĂůLJƐŝƐ͕ĂŶĚŝƐĚƌŝǀĞŶďLJ
ĂƉĂƐƐŝŽŶĂƚĞŝŶĚŝǀŝĚƵĂůŽƌƚĞĂŵ͘
Core Value: ŬĞLJĐŽŶĐĞƉƚĂŶĚŝĚĞĂů
ƚŚĂƚŐƵŝĚĞƐĂƉĞƌƐŽŶ͛ƐůŝĨĞĂŶĚŚĞůƉƐ
Entrepreneur: ĂƉĞƌƐŽŶƚŚĂƚƵƟůŝnjĞƐ
ŚŝŵŽƌŚĞƌƚŽŵĂŬĞŝŵƉŽƌƚĂŶƚ
ƉƌŽďůĞŵͲƐŽůǀŝŶŐƚĞĐŚŶŝƋƵĞƐƚŽƐĞĞŬ
ĚĞĐŝƐŝŽŶƐ͘
ŽƵƚŶĞǁŽƉƉŽƌƚƵŶŝƟĞƐ͘
Self-Awareness: being able to
ƵŶĚĞƌƐƚĂŶĚĂŶĚƐĞůĨͲƌĞŐƵůĂƚĞLJŽƵƌ
ĞŵŽƟŽŶƐĂƐƚŚĞLJŽĐĐƵƌ͘
Personal Mission Statement: a
ƐŵĂůůƐĞƚŽĨŬĞLJĐŽŶĐĞƉƚƐĂŶĚŝĚĞĂůƐ
ƚŚĂƚŐƵŝĚĞĂƉĞƌƐŽŶ͛ƐůŝĨĞĂŶĚŚĞůƉ
ŚŝŵŽƌŚĞƌƚŽŵĂŬĞŝŵƉŽƌƚĂŶƚ
ĚĞĐŝƐŝŽŶƐ͘
Behavioral Style: ƚŚĞďĞŚĂǀŝŽƌƐLJŽƵ
ŶĂƚƵƌĂůůLJĞdžŚŝďŝƚǁŚŝůĞŝŶŇƵĞŶĐŝŶŐ
ŽƚŚĞƌƐ͘
Lesson 2.1: My Values
ŽƌĞǀĂůƵĞƐĂƌĞƚŚŽƐĞƋƵĂůŝƟĞƐƚŚĂƚĂƌĞŵŽƐƚŝŵƉŽƌƚĂŶƚƚŽǁŚĂƚLJŽƵĚŽ͘tŚĞƚŚĞƌLJŽƵƌĞĂůŝnjĞŝƚŽƌŶŽƚ͕
ŝƚŝƐLJŽƵƌĐŽƌĞǀĂůƵĞƐƚŚĂƚŝŶŇƵĞŶĐĞƚŚĞĚĞĐŝƐŝŽŶƐƚŚĂƚLJŽƵŵĂŬĞĞǀĞƌLJĚĂLJ͘&ŽƌĞdžĂŵƉůĞ͕ŝĨLJŽƵŚĂǀĞĂ
ĐŽƌĞǀĂůƵĞŽĨŝŶƚĞŐƌŝƚLJ͕ŝƚǁŝůůŝŶŇƵĞŶĐĞLJŽƵƌĚĞĐŝƐŝŽŶǁŚĞŶLJŽƵĂƌĞƉƌĞƐĞŶƚĞĚǁŝƚŚĂŶŽƉƉŽƌƚƵŶŝƚLJƚŽ
ĐŽƉLJLJŽƵƌĨƌŝĞŶĚ͛ƐŚŽŵĞǁŽƌŬ͘zŽƵƌǀĂůƵĞŽĨŝŶƚĞŐƌŝƚLJǁŽƵůĚŵĂŬĞLJŽƵĐŚŽŽƐĞŶŽƚƚŽĐŚĞĂƚƚŚŝƐǁĂLJďƵƚ
ƚŽĐŚŽŽƐĞƚŽĐŽŵƉůĞƚĞLJŽƵƌŽǁŶǁŽƌŬ͕ĞǀĞŶƚŚŽƵŐŚLJŽƵŵŝŐŚƚŶŽƚƌĞĂůŝnjĞĞdžĂĐƚůLJǁŚLJLJŽƵǁŽƵůĚƐĂLJŶŽ͘
,ĂǀŝŶŐƚƌŽƵďůĞĚĞƚĞƌŵŝŶŝŶŐ
hŶĚĞƌƐƚĂŶĚŝŶŐǁŚLJLJŽƵĚŽƚŚĞƚŚŝŶŐƐLJŽƵĚŽĂŶĚǁŚLJLJŽƵǀĂůƵĞǁŚĂƚLJŽƵĚŽǁŝůůŚĞůƉLJŽƵƚŽƌĞĂůŝnjĞ LJŽƵƌƚŽƉƚĞŶ͍/ĚŝĚƚŽŽ͘,ĞƌĞ
ǁŚĂƚŵĂƩĞƌƐŵŽƐƚƚŽLJŽƵĂŶĚǁŚĂƚLJŽƵĐĂŶĂŶĚǁŝůůĚŽǁĞůů͘dŚŝƐŝƐŝŵƉŽƌƚĂŶƚŝŶĂůůĂƐƉĞĐƚƐŽĨLJŽƵƌůŝĨĞ͕ ĂƌĞƐŽŵĞƋƵĞƐƟŽŶƐƚŚĂƚŵŝŐŚƚ
ďƵƚƐƉĞĐŝĮĐĂůůLJŝŶƚŚŝƐŬ͕ŝƚǁŝůůŚĞůƉLJŽƵƌƐĞůĨͲĂǁĂƌĞŶĞƐƐ͕ĂŬĞLJĨĂĐƚŽƌŝŶĚĞǀĞůŽƉŝŶŐĂƐŵĂůůďƵƐŝŶĞƐƐ͘ ŚĞůƉLJŽƵƚŚŝŶŬĂďŽƵƚǁŚĂƚŝƐ
^ĞůĨͲĂǁĂƌĞŶĞƐƐĂŶĚƌĞŇĞĐƟŽŶǁŝůůďĞĐƌƵĐŝĂůĂƚĞǀĞƌLJƉŚĂƐĞŽĨLJŽƵƌĞŶƚƌĞƉƌĞŶĞƵƌŝĂůƉƌŽĐĞƐƐ͘ ƌĞĂůůLJŵŽƐƚŝŵƉŽƌƚĂŶƚƚŽLJŽƵ͘͘͘
ƚŚĂƚ͛ƐŚŽǁ/ŐŽƚŵŝŶĞ͊
/ŶƚŚĞĨŽůůŽǁŝŶŐĞdžĞƌĐŝƐĞLJŽƵǁŝůůďĞŐŝǀĞŶĂůŝƐƚŽĨŵĂŶLJĚŝīĞƌĞŶƚƚƌĂŝƚƐĂŶĚƋƵĂůŝƟĞƐƚŚĂƚĂƉĞƌƐŽŶŵĂLJ
ǀĂůƵĞ͘dŚŽƵŐŚLJŽƵŵĂLJĨĞĞůƐƚƌŽŶŐůLJĂďŽƵƚŵĂŶLJŽĨƚŚĞŵLJŽƵŵƵƐƚĐŚŽŽƐĞŽŶůLJƚĞŶƚŚĂƚLJŽƵĨĞĞůĂƌĞ tŚŽĚŽLJŽƵůŽŽŬƵƉƚŽ͍tŚLJ
ŵŽƐƚŝŵƉŽƌƚĂŶƚƚŽLJŽƵ͘,ĂǀŝŶŐƚŽŵĂŬĞƚŚŝƐĐŚŽŝĐĞŵĂLJŵĂŬĞLJŽƵĂƐŬLJŽƵƌƐĞůĨƋƵĞƐƟŽŶƐƚŚĂƚLJŽƵŚĂǀĞ ĚŽLJŽƵůŽŽŬƵƉƚŽƚŚĞŵ͍tŚĂƚ
ŶŽƚďĞĨŽƌĞʹƚŚŝƐŝƐŐƌĞĂƚ͊ŚĂůůĞŶŐŝŶŐLJŽƵƌƐĞůĨĂŶĚLJŽƵƌŝĚĞĂƐŝƐƚŚĞďĞƐƚǁĂLJĨŽƌLJŽƵƚŽƵŶĐŽǀĞƌLJŽƵƌ ŵŝŐŚƚƚŚĞŝƌĐŽƌĞǀĂůƵĞďĞ͍
ƚƌƵĞƐĞůĨ͘
tŚĂƚǁŽƵůĚLJŽƵƐǁŝŵĂĐƌŽƐƐ
ƚŚĞŽĐĞĂŶĨŽƌ͍ŶĞǁĨŽŽƚďĂůů͍
>ŽƚƐŽĨŵŽŶĞLJ͍/ĨLJŽƵĐŽƵůĚďĞ
Exercise 2.1: My Core Values ĂĐĞůĞďƌŝƚLJ͍&ŽƌLJŽƵƌĨĂŵŝůLJ͍

/ĨLJŽƵĐŽƵůĚƐƉĞŶĚŽŶĞĚĂLJ
ŝƌĐůĞƚŚĞƚĞŶǀĂůƵĞƐƚŚĂƚĂƌĞŵŽƐƚŝŵƉŽƌƚĂŶƚƚŽLJŽƵ͘ ĚŽŝŶŐĂŶLJƚŚŝŶŐ͕ǁŚĂƚǁŽƵůĚ
LJŽƵĚŽ͍tŚLJ͍
ĐĐŽŵƉůŝƐŚŵĞŶƚ ĸĐŝĞŶĐLJ /ŶƚƵŝƟŽŶ ZĂƟŽŶĂůŝƚLJ
dŚŝŶŬŽĨĂŶŽďũĞĐƚƚŚĂƚ
ĐĐŽƵŶƚĂďŝůŝƚLJ ŵƉŽǁĞƌŵĞŶƚ /ŶǀŽůǀĞŵĞŶƚ ZĞĐŽŐŶŝƟŽŶ ƌĞƉƌĞƐĞŶƚƐLJŽƵ͘͘͘ƉůĂŶƚ͕ĂŶŝŵĂů͕
ĨŽŽĚ͕Ŭ͍tŚĂƚĂďŽƵƚƚŚĂƚ
ĐĐƵƌĂĐLJ ƋƵĂůŝƚLJ :ŽLJ ZĞůŝĂďŝůŝƚLJ ŽďũĞĐƚŵĂŬĞƐŝƚƐƉĞĐŝĂů͍

ĐŚŝĞǀĞŵĞŶƚ džĐĞůůĞŶĐĞ :ƵƐƟĐĞ ZĞƐŽƵƌĐĞĨƵůŶĞƐƐ >ŽŽŬĨŽƌƚŚĞŵĞƐŝŶLJŽƵƌ


ĂŶƐǁĞƌƐĂŶĚƐĞĞŝĨƚŚĞLJŵĂƚĐŚ
ƚŚĞǁŽƌĚƐƚŽƚŚĞůĞŌ͊
ĚǀĞŶƚƵƌĞ džƉĞƌŝĞŶĐĞ <ŝŶĚŶĞƐƐ ZĞƐƉĞĐƚ
^ƟůůƐƚƵĐŬ͍ŝƐĐƵƐƐƚŚĞ
ƐƉŝƌĂƟŽŶ džƉƌĞƐƐŝŽŶ <ŶŽǁůĞĚŐĞ ZĞƐƉŽŶƐŝďŝůŝƚLJ
ƋƵĞƐƟŽŶƐĂďŽǀĞǁŝƚŚƐŽŵĞŽŶĞ
ĐůŽƐĞƚŽLJŽƵ͘
ƫƚƵĚĞ &ĂŝƌŶĞƐƐ >ĞĂĚĞƌƐŚŝƉ ZĞƐƉŽŶƐŝǀĞŶĞƐƐ

ƵƚŚĞŶƟĐŝƚLJ &ĂŝƚŚ >ĞĂƌŶŝŶŐ ZĞƐƵůƚƐͲŽƌŝĞŶƚĞĚ

ƵƚŚŽƌŝƚLJ &ĂŵĞ >ĞŝƐƵƌĞ ZŝƐŬͲƚĂŬŝŶŐ

ƵƚŽŶŽŵLJ &ĂŵŝůLJ >ŽǀĞ ^ĞĐƵƌŝƚLJ

ĞĂƵƚLJ &ůĂŝƌ >ŽLJĂůƚLJ ^ĞůĨͲƌĞůŝĂŶĐĞ

Challenge &ƌĞĞĚŽŵ DŽŶĞLJͬǁĞĂůƚŚ ^ĞƌǀŝĐĞ

Change &ƌĞĞǁŝůů EƵƌƚƵƌŝŶŐ ^ŝŵƉůŝĐŝƚLJ

Cleanliness &ƌŝĞŶĚƐŚŝƉ KƉĞŶŶĞƐƐ ^ŝŶĐĞƌŝƚLJ

ŽůůĂďŽƌĂƟŽŶ &ƵŶ KƉƉŽƌƚƵŶŝƚLJ ^Ŭŝůů

ŽŵŵŝƚŵĞŶƚ 'ĞŶĞƌŽƐŝƚLJ KƉƟŵŝƐŵ ^ƉŝƌŝƚƵĂůŝƚLJ

ŽŵŵƵŶŝĐĂƟŽŶ 'ŝǀŝŶŐͬĐŚĂƌŝƚLJ Passion ^ƚĂďŝůŝƚLJ

ŽŵŵƵŶŝƚLJ 'ůŽďĂůǀŝĞǁ WĂƚƌŝŽƟƐŵ ^ƚĂƚƵƐ

<ŶŽǁŝŶŐDLJƐĞůĨ | T hinking | 23
EŽǁ͕ ŽŶĞ ďLJ ŽŶĞ͕ ĞůŝŵŝŶĂƚĞ ǀĂůƵĞƐ ĨƌŽŵ LJŽƵƌ ůŝƐƚ ƵŶƟů ƚŚĞƌĞ ŝƐ ŽŶůLJ ŽŶĞ ůĞŌͶƚŚĞ ǀĂůƵĞ ŵŽƐƚ
ŝŵƉŽƌƚĂŶƚƚŽLJŽƵ͘tŚLJĚŝĚLJŽƵĐŚŽŽƐĞƚŚŝƐǀĂůƵĞ͍

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DLJĐŽƌĞǀĂůƵĞŝƐŬŶŽǁůĞĚŐĞ͘
zŽƵĐĂŶŐŽĂŶLJǁŚĞƌĞŽƌĚŽ _______________________________________
ĂŶLJƚŚŝŶŐŝĨLJŽƵƚĂŬĞƚŚĞƟŵĞ
ƚŽůĞĂƌŶĂďŽƵƚƚŚĞĨĂĐƚƐďĞĨŽƌĞ _______________________________________
LJŽƵƚƌLJ͘/ǀĂůƵĞŵĂŶLJŽƚŚĞƌ
ƚƌĂŝƚƐďƵƚŵLJŽƚŚĞƌŚŝŐŚƌĂŶŬŝŶŐ _______________________________________
ŽŶĞƐǁŽƵůĚďĞĐŽŵŵƵŶŝĐĂƟŽŶ͕
ĐŽůůĂďŽƌĂƟŽŶĂŶĚĞĚƵĐĂƟŽŶ͘/ _______________________________________
think these traits are the basis
ŽĨĂŶLJƚŚŝŶŐĂƉĞƌƐŽŶĐŽƵůĚĞǀĞƌ _______________________________________
ǁĂŶƚƚŽĚŽ͊

DLJƐŝƐƚĞƌ͕DĂƌLJ͕ǀĂůƵĞƐ
ŝŵƉƌŽǀĞŵĞŶƚ͘tŚLJ͍ĞĐĂƵƐĞ EŽǁƚŚĂƚLJŽƵŚĂǀĞŝĚĞŶƟĮĞĚLJŽƵƌĐŽƌĞǀĂůƵĞ͕ůĞƚ͛ƐĞdžƉĂŶĚŽŶƚŚĂƚǀĂůƵĞƚŽĐƌĞĂƚĞĂƉĞƌƐŽŶĂůŵŝƐƐŝŽŶ
ƐŚĞǁĂŶƚƐƚŽĐŽŶƟŶƵĂůůLJǁŽƌŬ ƐƚĂƚĞŵĞŶƚ͘:ƵƐƚĂƐĂŶŽƌŵĂůďƵƐŝŶĞƐƐƚŚĂƚƐĞůůƐĂŐŽŽĚŽƌƐĞƌǀŝĐĞŚĂƐĂŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚĚĞĮŶŝŶŐƚŚĞ
ƚŽŝŵƉƌŽǀĞŚĞƌƐĞůĨĂŶĚƚŚŽƐĞ ďƵƐŝŶĞƐƐ͛ƐǀŝƐŝŽŶ͕ĂƉĞƌƐŽŶĂůŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚŝƐLJŽƵƌǀŝƐŝŽŶŽŶŚŽǁLJŽƵǁĂŶƚƚŽůŝǀĞLJŽƵƌůŝĨĞ͘ƌĞĂƟŶŐ
ĂƌŽƵŶĚŚĞƌ͘,ĞƌƉĞƌƐŽŶĂů ĂƉĞƌƐŽŶĂůŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚŝƐĂŐƌĞĂƚǁĂLJƚŽ͗
ŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚŝƐƚŽ͞'Ž
ƚŽƐůĞĞƉĞǀĞƌLJŶŝŐŚƚŬŶŽǁŝŶŐ • &ŽƌĐĞLJŽƵƌƐĞůĨƚŽƚŚŝŶŬĚĞĞƉůLJĂďŽƵƚǁŚĂƚLJŽƵǀĂůƵĞĂŶĚŚŽǁLJŽƵǁĂŶƚƚŽůŝǀĞLJŽƵƌůŝĨĞ͘
/ŐĂǀĞŶŽƚŚŝŶŐůĞƐƐƚŚĂŶŵLJ
ďĞƐƚ͘͟ • 'ŝǀĞLJŽƵƌƐĞůĨĂĨĞǁǁŽƌĚƐŽĨŝŶƐƉŝƌĂƟŽŶǁŚŝĐŚĐĂŶĞŵƉŽǁĞƌLJŽƵƚŽŐĞƚƚŚƌŽƵŐŚƚŚĞĚĂLJͶĞǀĞŶ
ŽŶƚŚĞǁŽƌƐƚĚĂLJƐ͘
DLJĨƌŝĞŶĚ͕ďƌĂŚĂŵ͕ŵĂĚĞŚŝƐ • džƉůĂŝŶǁŚŽLJŽƵĂƌĞƚŽŽƚŚĞƌƐŝŶĂǀĞƌLJƐŚŽƌƚ͕ƐƵĐĐŝŶĐƚLJĞƚƉŽǁĞƌĨƵůǁĂLJ͘
ĐŽƌĞǀĂůƵĞƐŝŶƚŽƚŚĞĨŽůůŽǁŝŶŐ
ŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚƐ͗ • 'ŝǀĞLJŽƵƌƐĞůĨĂƌƵůĞƚŽůŝǀĞďLJǁŚĞŶŝƚĐŽŵĞƐƚŽŵĂŬŝŶŐĚŝĸĐƵůƚŽƌŝŵƉŽƌƚĂŶƚĚĞĐŝƐŝŽŶƐƐŽƚŚĂƚ
ĚǀĞŶƚƵƌĞƌͶdĂŬĞƌŝƐŬƐ͕ LJŽƵĚŽŶ͛ƚůŽƐĞƐŝŐŚƚŽĨǁŚĂƚLJŽƵƚƌƵůLJǀĂůƵĞ͘
ĞdžƉůŽƌĞ͕ŐŽŽƵƚƐŝĚĞŵLJĐŽŵĨŽƌƚ
njŽŶĞ͊
ĞƚĞƌŵŝŶĞĚͶŽŶ͛ƚũƵƐƚĚƌĞĂŵ
ŝƚ͘͘͘ĚŽŝƚ͊ Exercise 2.2: My Mission Statement
ŝƐĐŝƉůŝŶĞͶŽǁŚĂƚ/ĚŽǁĞůů͊
ƫƚƵĚĞͶƌŝŶŐĂƉŽƐŝƟǀĞ DŝƐƐŝŽŶ ƐƚĂƚĞŵĞŶƚƐ ĐĂŶ ďĞ ĂŶLJǁŚĞƌĞ ĨƌŽŵ ƚŚƌĞĞ ǁŽƌĚƐ ƚŽ ƚŚƌĞĞ ƐĞŶƚĞŶĐĞƐͶŚŽǁĞǀĞƌ ŵĂŶLJ
ĂƫƚƵĚĞ͊ ǁŽƌĚƐ LJŽƵ ĨĞĞů LJŽƵ ŶĞĞĚ ƚŽ ƚƌƵůLJ ĐŽŶǀĞLJ LJŽƵƌ ůŝĨĞ ƉŚŝůŽƐŽƉŚLJ͘ dŽ ĐƌĞĂƚĞ Ă ŵŝƐƐŝŽŶ ƐƚĂƚĞŵĞŶƚ͕
ŶĞƌŐLJͶ^ŚĂƌĞŵLJƉŽƐŝƟǀĞ ƐƚĂƌƚďLJĂƐŬŝŶŐLJŽƵƌƐĞůĨ͞ǁŚLJ͟LJŽƵƉŝĐŬĞĚƚŚĞĐŽƌĞǀĂůƵĞƚŚĂƚLJŽƵƉŝĐŬĞĚ͘ĂƐĞĚŽŶLJŽƵƌĂŶƐǁĞƌ͕
ĞŶĞƌŐLJǁŝƚŚŽƚŚĞƌƐ͊ ĐƌĞĂƚĞĂ͞ƌƵůĞ͟ĨŽƌLJŽƵƌůŝĨĞ͘/ƚĚŽĞƐŶ͛ƚŶĞĞĚƚŽďĞƉĞƌĨĞĐƚƚŚĞĮƌƐƚƟŵĞLJŽƵǁƌŝƚĞŝƚĚŽǁŶ͘:ƵƐƚƉƵƚ
ŝƚĚŽǁŶŽŶƉĂƉĞƌĂŶĚƚŚĞŶƌĞǀŝĞǁ͕ĞĚŝƚ͕ĂŶĚƌĞĮŶĞLJŽƵƌŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚĞǀĞƌLJĚĂLJƵŶƟůLJŽƵ
ĐŽŵƉůĞƚĞƚŚŝƐŐƵŝĚĞ͘

tƌŝƚĞLJŽƵƌƉĞƌƐŽŶĂůŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚďĞůŽǁ͘

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24 | T hinking | <ŶŽǁŝŶŐDLJƐĞůĨ
Lesson 2.2: My Leadership Style
ǀĞƌǁŽŶĚĞƌǁŚLJƐŽŵĞƉĞŽƉůĞĂƌĞǀĞƌLJŽƵƚŐŽŝŶŐǁŚŝůĞŽƚŚĞƌƐĂƌĞŵŽƌĞƌĞƐĞƌǀĞĚ͍KƌǁŚLJƐŽŵĞƉĞŽƉůĞ
ĂƌĞŽƌŐĂŶŝnjĞĚǁŚŝůĞŽƚŚĞƌƐĂƌĞĚŝƐŽƌŐĂŶŝnjĞĚ͍/ŶƚŚŝƐůĞƐƐŽŶ͕LJŽƵǁŝůůƚĂŬĞĂŶĂƐƐĞƐƐŵĞŶƚǁŚŝĐŚǁŝůůŚĞůƉ
LJŽƵƵŶĚĞƌƐƚĂŶĚǁŚLJƉĞŽƉůĞĂĐƚƚŚĞǁĂLJƚŚĞLJĚŽďLJĞdžĂŵŝŶŝŶŐĨŽƵƌĚŝīĞƌĞŶƚůĞĂĚĞƌƐŚŝƉƐƚLJůĞƐ͘ǀĞƌLJ
ďĞŚĂǀŝŽƌĂůƐƚLJůĞŚĂƐŝƚƐŽǁŶƚĞŶĚĞŶĐŝĞƐ͕ƐƚƌĞŶŐƚŚƐ͕ĂŶĚǁĞĂŬŶĞƐƐĞƐ͘hŶĚĞƌƐƚĂŶĚŝŶŐLJŽƵƌŽǁŶůĞĂĚĞƌƐŚŝƉ
ƐƚLJůĞĂŶĚƚŚĞůĞĂĚĞƌƐŚŝƉƐƚLJůĞŽĨŽƚŚĞƌƐŚĞůƉƐLJŽƵƚŽ͗

• hŶĚĞƌƐƚĂŶĚ͕ƌĞŐƵůĂƚĞ͕ĂŶĚĐŽŵŵƵŶŝĐĂƚĞLJŽƵƌĞŵŽƟŽŶƐ
• ƵŝůĚŽŶLJŽƵƌƐƚƌĞŶŐƚŚƐĂŶĚďĞĂǁĂƌĞŽĨLJŽƵƌǁĞĂŬŶĞƐƐĞƐ
• tŽƌŬǁŝƚŚŽƚŚĞƌƐŵŽƌĞĞīĞĐƟǀĞůLJ

tŚŝůĞƚŚŝƐĂƐƐĞƐƐŵĞŶƚĐĂŶĚĞĞƉĞŶLJŽƵƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨǁŚŽLJŽƵĂƌĞ͕ŝƚĐĂŶŽŶůLJĚŽƐŽŝĨLJŽƵĂƌĞŚŽŶĞƐƚ
ǁŝƚŚLJŽƵƌƐĞůĨǁŚŝůĞĂŶƐǁĞƌŝŶŐƚŚĞƋƵĞƐƟŽŶƐ͘tŚŝůĞLJŽƵŵŝŐŚƚŶŽƚŝŶƚĞŶƟŽŶĂůůLJůŝĞĂďŽƵƚďĞŚĂǀŝŽƌƐLJŽƵ
ƚĞŶĚƚŽĞdžŚŝďŝƚ͕ŝƚĐĂŶďĞĞĂƐLJƚŽďĞĐŽŵĞĐŽŶĨƵƐĞĚŝŶƚǁŽǁĂLJƐ͗;ϭͿLJŽƵĐŽŶĨƵƐĞǁŚĂƚďĞŚĂǀŝŽƌƐLJŽƵ
ĞdžŚŝďŝƚǁŝƚŚďĞŚĂǀŝŽƌƐLJŽƵǁŝƐŚLJŽƵĞdžŚŝďŝƚĞĚ͖;ϮͿLJŽƵƌĞĂůŝnjĞƚŚĂƚLJŽƵďĞŚĂǀĞĚŝīĞƌĞŶƚůLJĚĞƉĞŶĚŝŶŐ
ŽŶǁŚŽŵLJŽƵĂƌĞǁŝƚŚ͕ǁŚĞƚŚĞƌŝƚďĞĨĂŵŝůLJ͕ĨƌŝĞŶĚƐ͕ŽƌŽƚŚĞƌƐƚƵĚĞŶƚƐ͘dŚĞƌĞŝƐŶŽĞĂƐLJǁĂLJƚŽĂǀŽŝĚ
ƚŚŝƐ ĐŽŶĨƵƐŝŽŶ͘ :ƵƐƚ ĚŽ LJŽƵƌ ďĞƐƚ ƚŽ ďĞ ŚŽŶĞƐƚ ǁŝƚŚ LJŽƵƌƐĞůĨ ĂŶĚ ƚŚŝŶŬ ĂďŽƵƚ ŚŽǁ LJŽƵ ďĞŚĂǀĞ ŵŽƐƚ
ŶĂƚƵƌĂůůLJ͘/ĨLJŽƵĂƌĞƐƚƌƵŐŐůŝŶŐǁŝƚŚƚŚĞƋƵĞƐƟŽŶƐŽŶƚŚĞĂƐƐĞƐƐŵĞŶƚĨĞĞůĨƌĞĞƚŽƚĂůŬƚŽƉĞŽƉůĞLJŽƵĂƌĞ
ĐůŽƐĞƚŽďƵƚƌĞŵĞŵďĞƌƚŚĂƚƵůƟŵĂƚĞůLJLJŽƵŬŶŽǁLJŽƵƌƐĞůĨďĞƐƚ͘dŚŝƐĂƐƐĞƐƐŵĞŶƚŝƐĚĞƐŝŐŶĞĚƚŽŚŝŐŚůŝŐŚƚ
LJŽƵƌƉƌĞĨĞƌĞŶĐĞƐͲLJŽƵƌƚĞŶĚĞŶĐŝĞƐĂŶĚŶĂƚƵƌĂůĐŚŽŝĐĞŽĨĂĐƟŽŶƐ͘dŚŝƐĚŽĞƐŶŽƚŵĞĂŶƚŚĂƚLJŽƵĐĂŶŶŽƚ
Ăƚ ĚŝīĞƌĞŶƚ ƟŵĞƐ ĞdžŚŝďŝƚ ƚŚĞ ƐƚLJůĞƐ ŚŝŐŚůŝŐŚĞĚ ŝŶ Ăůů ŽĨ ƚŚĞ ůĞĂĚĞƌƐŚŝƉ ƐƚLJůĞƐ ƚŚĂƚ ĂƌĞ ĚĞƐĐƌŝďĞĚ͘ &Žƌ
ĞdžĂŵƉůĞ͕ƚƌLJƚŚŝƐĞdžĞƌĐŝƐĞďĞůŽǁ͘

Exercise 2.3: Write Your Name


^ŝŐŶLJŽƵƌŶĂŵĞďĞůŽǁǁŝƚŚƚŚĞŚĂŶĚLJŽƵǁƌŝƚĞǁŝƚŚ͗

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EŽǁƐŝŐŶLJŽƵƌŶĂŵĞďĞůŽǁǁŝƚŚLJŽƵƌŽƚŚĞƌŚĂŶĚ͗

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,ŽǁĚŝĚƚŚĂƚĨĞĞů͍

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tŚĞŶLJŽƵƐŝŐŶĞĚLJŽƵƌŶĂŵĞǁŝƚŚLJŽƵƌǁƌŝƟŶŐŚĂŶĚŝƚůŝŬĞůLJĨĞůƚŵŽƌĞĐŽŵĨŽƌƚĂďůĞ͕ǁĂƐŵŽƌĞĞĸĐŝĞŶƚ͕
ŵĂĚĞLJŽƵƌŚĂŶĚǁƌŝƟŶŐůŽŽŬďĞƩĞƌ͕ĂŶĚĂůůŽǁĞĚLJŽƵƚŽŶŽƚŚĂǀĞƚŽĨŽĐƵƐĂƐŚĂƌĚ͘dŚĂƚŝƐĞdžĂĐƚůLJǁŚĂƚƚŚŝƐ
ůĞĂĚĞƌƐŚŝƉƐƚLJůĞĂƐƐĞƐƐŵĞŶƚŵĞĂƐƵƌĞƐͶLJŽƵƌƉƌĞĨĞƌĞŶĐĞƐ͘zŽƵĐĂŶǁƌŝƚĞǁŝƚŚďŽƚŚŚĂŶĚƐ͕ďƵƚĐŚĂŶĐĞƐ
ĂƌĞLJŽƵŶŽƌŵĂůůLJƉƌĞĨĞƌŽŶĞŚĂŶĚŽǀĞƌƚŚĞŽƚŚĞƌ͘:ƵƐƚďĞĐĂƵƐĞLJŽƵƐĂLJƚŚĂƚLJŽƵĂƌĞ͞ĚŝƐŽƌŐĂŶŝnjĞĚ͟ŽŶ
ƚŚĞĂƐƐĞƐƐŵĞŶƚĚŽĞƐŶ͛ƚŵĞĂŶƚŚĂƚLJŽƵĐĂŶ͛ƚďĞ͞ŽƌŐĂŶŝnjĞĚ͕͟ŝƚũƵƐƚŵĞĂŶƐƚŚĂƚLJŽƵŶĂƚƵƌĂůůLJƚĞŶĚƚŽďĞ
ŵŽƌĞĚŝƐŽƌŐĂŶŝnjĞĚ͘

<ŶŽǁŝŶŐDLJƐĞůĨ | T hinking | 25
Exercise 2.4: How do you react?
dŚĞĨŽůůŽǁŝŶŐĞdžĞƌĐŝƐĞǁĂƐĚĞǀĞůŽƉĞĚƚŽŐŝǀĞLJŽƵĂŶŝĚĞĂŽĨLJŽƵƌƐƚLJůĞŽĨůĞĂĚĞƌƐŚŝƉĂŶĚƚĞĂŵǁŽƌŬ͘ZĞĂĚƚŚƌŽƵŐŚƚŚĞƐĐĞŶĂƌŝŽďĞůŽǁĂŶĚ
ƌĞƐƉŽŶĚƚŚĞǁĂLJLJŽƵǁŽƵůĚŝĨLJŽƵǁĞƌĞŝŶƚŚŝƐƐŝƚƵĂƟŽŶ͘ŝƌĐůĞƚŚĞĐŽƌƌĞƐƉŽŶĚŝŶŐĂŶƐǁĞƌ͘&ŽƌƚŚĞƚĞƐƚƚŽďĞŵŽƐƚĂĐĐƵƌĂƚĞLJŽƵŵƵƐƚďĞ
ĞdžƚƌĞŵĞůLJŚŽŶĞƐƚǁŝƚŚLJŽƵƌƐĞůĨ͊

zŽƵĂƌĞĂƚƚŚĞĂďƐŽŶŶƚƌĞƉƌĞŶĞƵƌŝĂů>ĞĂĚĞƌƐŚŝƉĐĂĚĞŵLJ͘ ΀ϯ΁dŚĞƚĞĂŵŚĂƐďĞŐƵŶŝŵƉůĞŵĞŶƟŶŐƚŚĞƉƌŽũĞĐƚĂŶĚŚĂƐ
ƚƚŚĞĐĂĚĞŵLJLJŽƵǁŝůůǁŽƌŬǁŝƚŚƚĞĂŵƐƚŽĐƌĞĂƚĞĂďƵƐŝŶĞƐƐ ĐŽŵĞĂĐƌŽƐƐƐŽŵĞĐŚĂůůĞŶŐĞƐ͘zŽƵĚŝƐĂŐƌĞĞǁŝƚŚĂƚĞĂŵ
ŝĚĞĂ͘zŽƵĂƌĞƚĂƐŬĞĚǁŝƚŚďƌĂŝŶƐƚŽƌŵŝŶŐŝĚĞĂƐŽŶLJŽƵƌŽǁŶ ŵĞŵďĞƌ͘zŽƵ
ƚŚĂƚLJŽƵǁŝůůŚĂǀĞƚŽƐŚĂƌĞǁŝƚŚŶĞǁƚĞĂŵŵĞŵďĞƌƐ͘ŌĞƌ ;ϭͿƚĂůŬƚŽƚŚĞŵŽƉĞŶůLJĂďŽƵƚƚŚĞŝƐƐƵĞ͘
ďƌĂŝŶƐƚŽƌŵŝŶŐ͕LJŽƵŚĂǀĞĂŶŝĚĞĂƚŚĂƚLJŽƵƚŚŝŶŬĐŽƵůĚďĞǀĞƌLJ ;ϮͿĂǀŽŝĚƚĂůŬŝŶŐƚŽƚŚĂƚƉĞƌƐŽŶĂďŽƵƚƚŚĞŝƐƐƵĞ͘
ƐƵĐĐĞƐƐĨƵů͊
΀ϰ΁ŶŽƚŚĞƌŽĨLJŽƵƌƚĞĂŵŵĂƚĞƐǁŚŽǁĂƐŶŽƚŝŶǀŽůǀĞĚ
΀ϭ΁/ƚ͛ƐŶŽǁƟŵĞƚŽƐŚĂƌĞLJŽƵƌŝĚĞĂ͘/ŶƐŚĂƌŝŶŐƚŚĞŝĚĞĂƚŚĂƚ ŽďƐĞƌǀĞƐƚŚĞĚŝƐĂŐƌĞĞŵĞŶƚĂŶĚĂƐŬƐLJŽƵŚŽǁLJŽƵĨĞĞů͘zŽƵ
LJŽƵĨĞĞůǁŝůůďĞǀĞƌLJƐƵĐĐĞƐƐĨƵůǁŝƚŚLJŽƵƌƚĞĂŵLJŽƵǁŝůů ;ϭͿƐŚĂƌĞLJŽƵƌĨĞĞůŝŶŐƐǁŝƚŚƚŚĂƚƚĞĂŵŵĞŵďĞƌĂŶĚĂƌĞ
;ϭͿĞdžƉƌĞƐƐLJŽƵƌĞŶĞƌŐLJƚŚƌŽƵŐŚŵŽǀŝŶŐĂƌŽƵŶĚĂŶĚĨĂĐŝĂů ŐƌĂƚĞĨƵůƚŽŚĂǀĞĂŶŽƵƚůĞƚ͘
ĞdžƉƌĞƐƐŝŽŶƐ͘ ;ϮͿďƌƵƐŚŝƚŽīĂŶĚŵĂŶĂŐĞLJŽƵƌĨĞĞůŝŶŐƐŝŶƐŝĚĞŽĨLJŽƵ͘
;ϮͿŬĞĞƉĐĂůŵĂŶĚĐŽŵƉŽƐĞĚ͘
΀ϱ΁dŚĞƐĂŵĞƚĞĂŵŵĞŵďĞƌǁŚŽĂƐŬĞĚLJŽƵŚŽǁLJŽƵĨĞĞů
΀Ϯ΁zŽƵĨĞĞůƐƚƌŽŶŐůLJĂďŽƵƚƚŚŝƐŝĚĞĂďĞĐĂƵƐĞLJŽƵŚĂǀĞ ƚƌŝĞƐƚŽŚĞůƉŵĞĚŝĂƚĞƚŚĞĐŽŶŇŝĐƚďĞƚǁĞĞŶLJŽƵĂŶĚƚŚĞŽƚŚĞƌ
ƐŝŐŶŝĮĐĂŶƚĞdžƉĞƌŝĞŶĐĞǁŝƚŚƚŚĞƐƵďũĞĐƚ͘dŽĐŽŶǀĞLJƚŚĂƚ͕LJŽƵ ƚĞĂŵŵĞŵďĞƌ͘dŚĞLJďĞŐŝŶƚŽĂƐŬLJŽƵƚŽĞdžƉůĂŝŶLJŽƵƌƉŽƐŝƟŽŶ
share ŽŶƚŚĞŝƐƐƵĞ͘zŽƵ
;ϭͿƐƚŽƌŝĞƐĂŶĚĞdžƉĞƌŝĞŶĐĞƐƚŚĂƚLJŽƵŬŶŽǁƐƵƉƉŽƌƚƚŚĞŝĚĞĂ͘ ;ϭͿƚĞůůƚŚĞŐƌŽƵƉĞdžĂĐƚůLJŚŽǁLJŽƵĨĞĞů͘
;ϮͿĨĂĐƚƐĂŶĚĚĂƚĂƚŚĂƚLJŽƵŬŶŽǁƐƵƉƉŽƌƚƚŚĞŝĚĞĂ͘ ;ϮͿƐŝƚƋƵŝĞƚůLJĂŶĚĐŚŽŽƐĞŶŽƚƚŽƐŚĂƌĞLJŽƵƌƚŚŽƵŐŚƚƐ͘

΀ϭ΁zŽƵƌƚĞĂŵŵĂƚĞƐůŝŬĞLJŽƵƌŝĚĞĂ͊KŶĞŵĞŵďĞƌŝŶ ΀ϰ΁dŚĞƚĞĂŵŵĞŵďĞƌǁŝƚŚǁŚŽŵLJŽƵĚŝƐĂŐƌĞĞĚŚĂƐůĞŌƚŚĞ
ƉĂƌƟĐƵůĂƌĨĞĞůƐǀĞƌLJƉĂƐƐŝŽŶĂƚĞůLJƚŚĂƚLJŽƵƌŝĚĞĂĐŽƵůĚďĞ ƚĞĂŵ͘/ŶƚŚĞŝƌƉůĂĐĞ͕ĂŶĞǁŵĞŵďĞƌŚĂƐďĞĞŶĂĚĚĞĚƚŽLJŽƵƌ
ƐƵĐĐĞƐƐĨƵůĂŶĚĂůƐŽŚĂƐĞdžƉĞƌŝĞŶĐĞŝŶƚŚŝƐĂƌĞĂ͘dŚĂƚƚĞĂŵ ƚĞĂŵ͘zŽƵ
ŵĞŵďĞƌŚĂƐŽīĞƌĞĚƚŽŵĂŶĂŐĞƚŚĞŝŵƉůĞŵĞŶƚĂƟŽŶŽĨƚŚŝƐ ;ϭͿĂƉƉƌŽĂĐŚƚŚĞŵƚŽŐĞƚƚŽŬŶŽǁƚŚĞŵĂŶĚƚŽŚĞůƉƚŚĞŵ
ŝĚĞĂ͘zŽƵ ŐĞƚĐĂƵŐŚƚƵƉŽŶƚŚĞƉƌŽũĞĐƚ͘
;ϭͿƌĞƐƉĞĐƞƵůůLJĚĞĐůŝŶĞƚŚĞƚĞĂŵŵĞŵďĞƌ͛ƐŽīĞƌďĞĐĂƵƐĞ ;ϮͿǁĂŝƚĨŽƌƚŚĞŵƚŽĂƉƉƌŽĂĐŚLJŽƵĂďŽƵƚĂŶLJƋƵĞƐƟŽŶƐƚŚĞLJ
LJŽƵǁŝƐŚƚŽƚĂŬĞĐŚĂƌŐĞŽĨƚŚĞƉƌŽũĞĐƚ͘ ŚĂǀĞ͘
;ϮͿǁĞůĐŽŵĞƚŚĞůĞĂĚĞƌƐŚŝƉĨƌŽŵLJŽƵƌƚĞĂŵŵĂƚĞĂŶĚůŽŽŬ
ĨŽƌǁĂƌĚƚŽƉĂƌƟĐŝƉĂƟŶŐŝŶƚŚĞŝŵƉůĞŵĞŶƚĂƟŽŶƵŶĚĞƌ ΀ϲ΁tŝƚŚƚŚĞŶĞǁƚĞĂŵŵĞŵďĞƌĐĂƵŐŚƚƵƉĂŶĚLJŽƵƌƉƌŽũĞĐƚ
ƚŚĂƚƚĞĂŵŵĞŵďĞƌ͛ƐĚŝƌĞĐƟŽŶ͘ ƵŶĚĞƌǁĂLJ͕ƚŚĞƚĞĂŵďĞŐŝŶƐƚŽũƵĚŐĞŚŽǁƐƵĐĐĞƐƐĨƵůƚŚĞ
ƉƌŽũĞĐƚŝƐ͘zŽƵƉƌĞĨĞƌƚŽũƵĚŐĞƚŚŝƐďĂƐĞĚŽŶ
΀ϯ΁dŚĞƚĞĂŵŚĂƐŵŽǀĞĚŽŶƚŽŝŵƉůĞŵĞŶƚLJŽƵƌŝĚĞĂ͘dŚĞƌĞ ;ϭͿƚŚĞƐƵĐĐĞƐƐďĂƐĞĚŽŶŚŽǁǁĞůůƚŚĞƚĞĂŵǁŽƌŬĞĚ
ĂƌĞŵĂŶLJƚĂƐŬƐƚŚĂƚŶĞĞĚƚŽďĞĐŽŵƉůĞƚĞĚƚŽĂĐĐŽŵƉůŝƐŚƚŚĞ ƚŽŐĞƚŚĞƌ͘
ŝŶŝƟĂůŝŵƉůĞŵĞŶƚĂƟŽŶ͘zŽƵǁŽƵůĚƉƌĞĨĞƌƚŽ ;ϮͿŚŽǁŵĂŶLJƐĂůĞƐƚŚĞƚĞĂŵǁĂƐĂďůĞƚŽŵĂŬĞ͘
;ϭͿǁŽƌŬĂƐĂƚĞĂŵƚŽĐŽŵƉůĞƚĞĂůůŽĨƚŚĞƚĂƐŬƐƚŽŐĞƚŚĞƌ͘
;ϮͿďƌĞĂŬƵƉƚŚĞƚĂƐŬƐĂŶĚŚĂǀĞĞĂĐŚŵĞŵďĞƌŽĨƚŚĞƚĞĂŵ ΀ϱ΁dŚĞƚĞĂŵĂŶĚLJŽƵƌďƵƐŝŶĞƐƐŚĂƐďĞĞŶƌĞĐŽŐŶŝnjĞĚďLJƚŚĞ
ǁŽƌŬŝŶĚŝǀŝĚƵĂůůLJŽŶĂĐĐŽŵƉůŝƐŚŝŶŐĞĂĐŚƐƵďͲƚĂƐŬ͘ ĚŝƌĞĐƚŽƌƐŽĨƚŚĞĐĂĚĞŵLJĂƐĂŵŽĚĞůƉƌŽũĞĐƚ͘zŽƵ
;ϭͿĂƌĞĚŝƐĂƉƉŽŝŶƚĞĚƚŚĂƚĚŝƌĞĐƚŽƌƐĚŝĚŶŽƚƌĞĐŽŐŶŝnjĞLJŽƵ
΀Ϯ΁dŚĞƚĞĂŵŶŽǁŶĞĞĚƐƚŽŵĂŬĞĐŚŽŝĐĞƐĂďŽƵƚƚŚĞ ƉĞƌƐŽŶĂůůLJĨŽƌƚŚĞŽƌŝŐŝŶĂůŝĚĞĂ͘
ĚŝƌĞĐƟŽŶŽĨƚŚĞƉƌŽũĞĐƚ͘KŶĞƚĞĂŵŵĞŵďĞƌĨĞĞůƐƚŚĂƚƚŚĞ ;ϮͿĐŽŶŐƌĂƚƵůĂƚĞLJŽƵƌƚĞĂŵŵĞŵďĞƌƐĨŽƌŵĂŬŝŶŐƚŚĞ
ƚĞĂŵƐŚŽƵůĚƚĂŬĞĂƐůŝƩůĞƌŝƐŬĂƐƉŽƐƐŝďůĞ͕ĚŽŵŽƌĞƌĞƐĞĂƌĐŚ ďƵƐŝŶĞƐƐǁŚĂƚŝƚŝƐƚŚƌŽƵŐŚĂůůŽĨƚŚĞŝƌĞīŽƌƚ͘
ĂŶĚĐƌĞĂƚĞĂůŝƐƚŽĨƉŽƐƐŝďůĞŽƉƟŽŶƐďĞĨŽƌĞĚĞĐŝĚŝŶŐ͘ŶŽƚŚĞƌ
ŽĨLJŽƵƌƚĞĂŵŵĞŵďĞƌƐǁŽƵůĚƉƌĞĨĞƌƚŽďĞŐŝŶĂĐƟŶŐƌŝŐŚƚ ΀ϳ΁,ĂǀŝŶŐĐŽŵƉůĞƚĞĚƚŚĞƉƌŽũĞĐƚLJŽƵƌƚĞĂŵŵƵƐƚĮůůŽƵƚ
ĂǁĂLJǁŚŝĐŚŵĂLJŵĞĂŶƚĂŬŝŶŐŵŽƌĞƌŝƐŬƐ͘dŚĞLJŚĂǀĞĂƐŬĞĚ ƉĞĞƌĞǀĂůƵĂƟŽŶĨŽƌŵƐ͘zŽƵĞdžƉĞĐƚƚŚĂƚLJŽƵƌƚĞĂŵŵĞŵďĞƌƐ
LJŽƵƚŽƐŚĂƌĞLJŽƵƌŽƉŝŶŝŽŶŽŶƚŚĞďĞƐƚƉƌŽĐĞƐƐŵŽǀŝŶŐ ǁŝůůĚĞƐĐƌŝďĞLJŽƵĂƐ
ĨŽƌǁĂƌĚ͘zŽƵƐŚĂƌĞƚŚĂƚLJŽƵĂƌĞŵŽƌĞŝŶƚĞƌĞƐƚĞĚŝŶ ;ϭͿƉůĂLJĨƵůĂŶĚĨƵŶůŽǀŝŶŐ͘
;ϭͿďĞŐŝŶŶŝŶŐƌŝŐŚƚĂǁĂLJĂŶĚƚĂŬŝŶŐůĂƌŐĞƌƌŝƐŬƐƚŽůĞĂƌŶ ;ϮͿƐĞƌŝŽƵƐĂŶĚƚŚŽƵŐŚƞƵů͘
ƚŚƌŽƵŐŚƚƌŝĂůĂŶĚĞƌƌŽƌ͘
;ϮͿƐƉĞŶĚŝŶŐŵŽƌĞƟŵĞƉůĂŶŶŝŶŐĂŶĚĚĞǀĞůŽƉŝŶŐĂůŝƐƚŽĨ
ŽƉƟŽŶƐ͘

26 | T hinking | <ŶŽǁŝŶŐDLJƐĞůĨ
EŽǁƚƌĂŶƐĨĞƌƚŚĞŶƵŵďĞƌLJŽƵĐŝƌĐůĞĚƚŽƚŚĞůŝŶĞƐƚŚĂƚĐŽƌƌĞƐƉŽŶĚƚŽƚŚĞƋƵĞƐƟŽŶŶƵŵďĞƌƐ
ůŝƐƚĞĚďĞůŽǁ͘dŚĞŶƚŽƚĂůĂůůŽĨƚŚĞŶƵŵďĞƌƐƚŽĂƌƌŝǀĞĂƚĂƚŽƚĂůĨŽƌYƵĞƐƟŽŶƐĂŶĚĂƚŽƚĂůĨŽƌ
YƵĞƐƟŽŶƐ͘

YƵĞƐƟŽŶƐ YƵĞƐƟŽŶƐ
[A1] [B1]

΀Ϯ΁ ΀Ϯ΁

[A3] [B3]

΀ϰ΁ ΀ϰ΁

΀ϱ΁ ΀ϱ΁

΀ϲ΁ TOTAL B:

[A7]

TOTAL A:

EŽǁŐƌĂƉŚƚŚĞŶƵŵďĞƌƐLJŽƵƌĞĐĞŝǀĞĚĨƌŽŵƚŚĞůĂƐƚƉĂŐĞƚŽƐĞĞǁŚĞƌĞLJŽƵĨĂůůŽŶƚŚĞ>ĞĂĚĞƌƐŚŝƉ^ƚLJůĞ
ŐƌĂƉŚ͘&ŝƌƐƚƐƚĂƌƚǁŝƚŚƚŚĞƚŽƚĂůLJŽƵƌĞĐĞŝǀĞĚĨŽƌƚŚĞ͞YƵĞƐƟŽŶƐ͟ĐŽůƵŵŶ͘/ĨƚŚĞƚŽƚĂůLJŽƵƌĞĐĞŝǀĞĚŝƐ
ďĞƚǁĞĞŶϳƚŽϭϬ͕ƚŚĞŶLJŽƵĂƌĞĞŝƚŚĞƌĂŶdžƉƌĞƐƐŝǀĞŽƌĂ^ƵƉƉŽƌƟǀĞ͘/ĨƚŚĞƚŽƚĂůLJŽƵƌĞĐĞŝǀĞĚŝƐďĞƚǁĞĞŶ
ϭϭƚŽϭϰ͕ƚŚĞŶLJŽƵĂƌĞĞŝƚŚĞƌĂƌŝǀĞƌŽƌĂŶŶĂůLJƟĐ͘dŚĞŶ͕ĮŶĚƚŚĞƚŽƚĂůLJŽƵĐĂůĐƵůĂƚĞĚĨŽƌƚŚĞ͞YƵĞƐƟŽŶƐ
͟ĐŽůƵŵŶ͘/ĨƚŚĞƚŽƚĂůLJŽƵƌĞĐĞŝǀĞĚŝƐďĞƚǁĞĞŶϱƚŽϳ͕ƚŚĞŶLJŽƵĂƌĞĞŝƚŚĞƌĂŶdžƉƌĞƐƐŝǀĞŽƌĂƌŝǀĞƌ͘/Ĩ
ƚŚĞƚŽƚĂůLJŽƵƌĞĐĞŝǀĞĚŝƐďĞƚǁĞĞŶϴƚŽϭϬ͕LJŽƵĂƌĞĞŝƚŚĞƌĂ^ƵƉƉŽƌƟǀĞŽƌŶĂůLJƟĐ͘hƐŝŶŐďŽƚŚLJŽƵƌ
dŽƚĂůĂŶĚLJŽƵƌdŽƚĂů͕ĮŐƵƌĞŽƵƚǁŚŝĐŚŽĨƚŚĞĨŽƵƌůĞĂĚĞƌƐŚŝƉƐƚLJůĞƐLJŽƵĨĂůůŝŶƚŽ͘ZĞĂĚĂďŽƵƚƚŚĞƚLJƉŝĐĂů
ĐŚĂƌĂĐƚĞƌŝƐƟĐƐŽĨůĞĂĚĞƌƐǁŝƚŚLJŽƵƌƐƚLJůĞ͘

EKd͗ dŚŝƐ ĂŶĂůLJƐŝƐ ŽĨ ůĞĂĚĞƌƐŚŝƉ ƐƚLJůĞƐ ŝƐ ŶŽƚ ŝŶƚĞŶĚĞĚ ƚŽ ďĞ ƵƐĞĚ ĂƐ ĂŶ ĞdžĐƵƐĞ͘ &Žƌ ĞdžĂŵƉůĞ͕ ũƵƐƚ
ďĞĐĂƵƐĞLJŽƵĂƌĞĂƌŝǀĞƌĚŽĞƐŶ͛ƚŵĞĂŶŝƚŝƐŽŬĂLJĨŽƌLJŽƵƚŽďŽƐƐLJŽƵƌĨƌŝĞŶĚƐĂŶĚƐŝďůŝŶŐƐĂƌŽƵŶĚ͘dŚŝƐ
ĂŶĂůLJƐŝƐŝƐĂůƐŽŶŽƚŝŶƚĞŶĚĞĚƚŽƉƵƚLJŽƵŽƌŽƚŚĞƌƐŝŶ͞ĂďŽdž͘͟:ƵƐƚďĞĐĂƵƐĞLJŽƵŵĂLJďĞĂŶŶĂůLJƟĐ͕ĚŽĞƐŶ͛ƚ
ŵĞĂŶƚŚĞŽŶůLJƚŚŝŶŐLJŽƵĂƌĞŐŽŽĚĂƚŝƐĂĐĐŽƵŶƟŶŐ͘zŽƵĂƌĞĐĂƉĂďůĞŽĨĂŶLJƚŚŝŶŐĂŶLJŽŶĞĞůƐĞŝƐĐĂƉĂďůĞ
ŽĨŶŽŵĂƩĞƌǁŚĂƚLJŽƵƌůĞĂĚĞƌƐŚŝƉƐƚLJůĞ͊dŚŝƐŝƐƚƌƵĞŽĨŽƚŚĞƌƐĂƐǁĞůů͘ĞĐĂƌĞĨƵůŽĨĂƐƐƵŵŝŶŐƚŚĞƐƚLJůĞŽĨ
ƐŽŵĞŽŶĞĞůƐĞĂŶĚǁŚĂƚƚŚĞLJĂƌĞĐĂƉĂďůĞŽĨ͘WĞŽƉůĞŐƌŽǁĂŶĚĐŚĂŶŐĞĂŶĚŝƚŝƐŝŵƉŽƌƚĂŶƚLJŽƵŐŝǀĞƚŚĞŵ
ƚŚĞƐƉĂĐĞƚŽĚŽƚŚĂƚ͘

<ŶŽǁŝŶŐDLJƐĞůĨ | T hinking | 27
Expressive ^ƵƉƉŽƌƟǀĞ
ƚŽƚĂůсϳƚŽϭϬ ƚŽƚĂůсϳƚŽϭϬ
B total = 5 to 7 ƚŽƚĂůсϴƚŽϭϬ
Focus: ŝĚĞĂ͕ĚƌĞĂŵ͕ĞŶĞƌŐLJ͕ĂŶĚǀŝƐŝŽŶ Focus: ƉĞŽƉůĞĂŶĚĨĞĞůŝŶŐƐ
Likes:ĂƉƉƌĞĐŝĂƟŽŶĂŶĚĂŝĚĨŽƌƚŚĞŝƌĚƌĞĂŵ Likes:ĨƌŝĞŶĚƐŚŝƉĂŶĚƌĞůĂƟŽŶƐŚŝƉƐ
Dislikes:ŝƐŽůĂƟŽŶ Dislikes: ĐŽŶŇŝĐƚ
Risk: ŽŌĞŶƚĂŬĞƐƌŝƐŬƐ Risk:ƚĞŶĚƐƚŽĂǀŽŝĚƚĂŬŝŶŐƌŝƐŬƐ
Approach to decision making:ŐƌĞĂƚůLJŝŶŇƵĞŶĐĞĚďLJƚĞƐƟŵŽŶŝĂůƐ Approach to making decision: ŶĞĞĚƐ ƐĂĨĞͲŐƵĂƌĂŶƚĞĞƐ ĂŶĚ
Approach to life:ƋƵŝĐŬĂŶĚŝŵƉƵůƐŝǀĞ ĐůĞĂƌƐƉĞĐŝĮĐƐŽůƵƟŽŶƐ
ƉƉƌŽĂĐŚƚŽĐŽŶŇŝĐƚ͗ĂƩĂĐŬƐƚŚĞŝƐƐƵĞ Approach to life: ƵŶŚƵƌƌŝĞĚ͕ƐůŽǁͲƉĂĐĞĚ͕ĂŐƌĞĞĂďůĞ
When working with a expressive͘͘͘ůŝƐƚĞŶƚŽƚŚĞŵĂŶĚƉƌĞƐĞŶƚ ƉƉƌŽĂĐŚƚŽĐŽŶŇŝĐƚ͗ĐŽŵƉůŝĞƐǁŝƚŚŽƵƚƉƌŽƚĞƐƚ
ƉŽƐŝƟǀĞĂůƚĞƌŶĂƟǀĞƐĂŶĚŝĚĞĂƐ tŚĞŶǁŽƌŬŝŶŐǁŝƚŚĂƐƵƉƉŽƌƟǀĞ͘͘͘ĂƐŬƚŚĞŵĨŽƌƚŚĞŝƌŽƉŝŶŝŽŶ
You will most enjoy͘͘͘ƚŚĞƚŚŝŶŬŝŶŐƐĞĐƟŽŶ ĂŶĚĐƌĞĂƚĞĂƐĂĨĞĞŶǀŝƌŽŶŵĞŶƚ͘
You will most enjoy͘͘͘ƚŚĞŵĂƌŬĞƟŶŐͬĐŽŵŵƵŶŝĐĂƟŽŶƐĞĐƟŽŶ
͘

Driver ŶĂůLJƟĐ
ƚŽƚĂůсϭϭƚŽϭϰ ƚŽƚĂůсϭϭƚŽϭϰ
B total = 5 to 7 ƚŽƚĂůсϴƚŽϭϬ
Focus:ƉƌŽĚƵĐƟǀŝƚLJ͕ĂĐƟŽŶ͕ƌĞƐƵůƚƐ͕ƐƚƌƵĐƚƵƌĞ Focus:ĨĂĐƚƐ͕ƉƌŝŶĐŝƉůĞƐ͕ƌƵůĞƐ
Likes:ĂĐĐŽŵƉůŝƐŚŝŶŐƚĂƐŬƐ Likes:ďĞƌŝŐŚƚ͕ƉƌĞĚŝĐƚĂďůĞƉĂƩĞƌŶƐ
Dislikes:ŶŽƚƚĂŬŝŶŐĂĐƟŽŶ Dislikes:ŝŶǀŽůǀĞŵĞŶƚ
Risk:ŽŌĞŶƚĂŬĞƐƌŝƐŬƐ Risk:ƚĞŶĚƐƚŽĂǀŽŝĚƚĂŬŝŶŐƌŝƐŬƐ
Approach to decision making: ŶĞĞĚƐ ƚŽ ƐĞĞ ŽƉƟŽŶƐ ĂŶĚ Approach to decision making:ŶĞĞĚƐĞǀŝĚĞŶĐĞĂŶĚƐĞĞĂŐŽŽĚ
ƉŽƐƐŝďŝůŝƟĞƐ ĨƵƚƵƌĞ
Approach to life:ĞĸĐŝĞŶƚ͖ĚŽŝƚŶŽǁ Approach to life: ĚŝƐĐŝƉůŝŶĞĚĂŶĚĂĐĐƵƌĂƚĞ
ƉƉƌŽĂĐŚƚŽĐŽŶŇŝĐƚ͗ǁŽƌŬƐŝŶĚĞƉĞŶĚĞŶƚůLJ ƉƉƌŽĂĐŚƚŽĐŽŶŇŝĐƚ͗ĂǀŽŝĚĞƌ
When working with a driver͘͘͘ĂǀŽŝĚŝŐŶŽƌŝŶŐŽƌĐŽŵƉĞƟŶŐǁŝƚŚ tŚĞŶ ǁŽƌŬŝŶŐ ǁŝƚŚ ĂŶ ĂŶĂůLJƟĐ͘͘͘ĂĚĚƌĞƐƐ ƉƌŽĐĞĚƵƌĞƐ͖ ĞŶůŝƐƚ
ĚƌŝǀĞƌƐ͖ĚŝƐƉůĂLJƌĞƐƵůƚƐ ƚŚĞŵŝŶƚŚĞƉůĂŶŶŝŶŐƉƌŽĐĞƐƐ
You will most enjoy.͘͘ƚŚĞĚŽŝŶŐƐĞĐƟŽŶ You will most enjoy͘͘͘ƚŚĞĂĐĐŽƵŶƟŶŐƐĞĐƟŽŶ

28 | T hinking | <ŶŽǁŝŶŐDLJƐĞůĨ
Exercise 2.5: Strengths and Weaknesses DLJůĞĂĚĞƌƐŚŝƉƐƚLJůĞŝƐŵŽƐƚůLJ
^ƵƉƉŽƌƟǀĞ͘dŚĞƋƵĂůŝƟĞƐůŝƐƚĞĚ
ŌĞƌƌĞĂĚŝŶŐƚŚĞĚĞƐĐƌŝƉƟŽŶŽĨLJŽƵƌďĞŚĂǀŝŽƌĂůƐƚLJůĞ͕ĂŶƐǁĞƌƚŚĞƋƵĞƐƟŽŶƐďĞůŽǁ͘ ĚĞƐĐƌŝďĞŵĞĂƐ͞ĂƉĞŽƉůĞƉĞƌƐŽŶ͟
ĂŶĚƚŚĂƚ͛ƐƚƌƵĞ͘/ĚŽůŝŬĞƚŽďĞ
tŚĂƚŚĂǀĞLJŽƵůĞĂƌŶĞĚĂďŽƵƚLJŽƵƌƐĞůĨ͍ŽLJŽƵĂŐƌĞĞǁŝƚŚƚŚĞĚĞƐĐƌŝƉƟŽŶ͍ ĂƌŽƵŶĚŽƚŚĞƌƐďƵƚƐŽŵĞƟŵĞƐ/͛ŵ
ĂĨƌĂŝĚƚŽũƵŵƉŝŶƚŽĂĐŽŶǀĞƌƐĂƟŽŶ
_______________________________________ ǁŚĞŶŝƚůŽŽŬƐůŝŬĞĞǀĞƌLJŽŶĞďƵƚŵĞ
ŝƐĐŽŵĨŽƌƚĂďůĞ͘^ŝŶĐĞ/͛ǀĞůĞĂƌŶĞĚ
_______________________________________ ƚŚŝƐ͕/͛ǀĞƚĂƵŐŚƚŵLJƐĞůĨƚŽǀŽŝĐĞŵLJ
ƚŚŽƵŐŚƚƐŵŽƌĞĂŶĚŵĂŬĞƐƵƌĞƚŚĂƚ
_______________________________________ ƉĞŽƉůĞŚĞĂƌŵLJŝĚĞĂƐ͘

_______________________________________
_______________________________________
_______________________________________
/ŚĂǀĞĂŶdžƉƌĞƐƐŝǀĞ>ĞĂĚĞƌƐŚŝƉ
^ƚLJůĞ͊dŚŝƐŝƐŶ͛ƚƚŚĞĮƌƐƚƟŵĞ
tŚĂƚ ĂƌĞ ƐŽŵĞ ƐƚƌĞŶŐƚŚƐ ŽĨ LJŽƵƌ ďĞŚĂǀŝŽƌĂů ƐƚLJůĞ͍ Ž LJŽƵ ƚŚŝŶŬ ŝƚ ĐĂƉƚƵƌĞƐ ƐŽŵĞ ŽĨ LJŽƵƌ
/͛ǀĞďĞĞŶƚŽůĚ/͛ŵĂĚƌĞĂŵĞƌ
ƐƚƌĞŶŐƚŚƐ͍
ďƵƚ͕ǁŽǁ͕ĚŽ/ŚĂƚĞďĞŝŶŐďLJ
ŵLJƐĞůĨ͘/ůŽǀĞƚŽďĞĂďůĞƚŽƚĞůů
_______________________________________ ƐƚŽƌŝĞƐĂŶĚƉƌĞƚĞŶĚ͘^ŽŵĞƟŵĞƐ
/ĚŽũƵŵƉƚŽŽƋƵŝĐŬůLJŝŶƚŽ
_______________________________________ ŵLJŝĚĞĂƐ͕ǁŝƚŚŽƵƚƉůĂŶŶŝŶŐ
ĐĂƌĞĨƵůůLJ͘/ƚŚŝŶŬƚŚĂƚďĞŝŶŐ
_______________________________________ ĂǁĂƌĞŽĨƚŚŝƐǁŝůůŚĞůƉŵĞƚŽ
ŵĂŬĞƐƵƌĞƚŚĂƚ/ǁƌŝƚĞŵLJŝĚĞĂƐ
_______________________________________ ĚŽǁŶĮƌƐƚĂŶĚŐĞƚĂĚǀŝĐĞĨƌŽŵ
ŵLJĨƌŝĞŶĚƐďĞĨŽƌĞƚĂŬŝŶŐĂĐƟŽŶ͘
_______________________________________
_______________________________________
/͛ŵĂƌŝǀĞƌ͘/ƚ͛ƐŶŽƚŵLJĨĂƵůƚŝĨŶŽ
ŽŶĞĞůƐĞǁĂŶƚƐƚŽŵĂŬĞĂĚĞĐŝƐŝŽŶ͕
tŚĂƚ ĂƌĞ ƐŽŵĞ ǁĞĂŬŶĞƐƐĞƐ ŽĨ ƚŚĞ ďĞŚĂǀŝŽƌĂů ƐƚLJůĞ͍ ƌĞ ƚŚĞLJ LJŽƵƌ ǁĞĂŬŶĞƐƐĞƐ͍ /Ĩ LJŽƵ ǁĞƌĞ
ƌŝŐŚƚ͍/ĚŽƚĞŶĚƚŽĐŚŽŽƐĞǁŚĂƚ
ĐƌĞĂƟŶŐ Ă ƚĞĂŵ ƚŚĂƚ ǁĂƐ ǁĞůů ďĂůĂŶĐĞĚ͕ ǁŚĂƚ ŽƚŚĞƌ ďĞŚĂǀŝŽƌĂů ƐƚLJůĞ ŵŝŐŚƚ LJŽƵ ǁĂŶƚ LJŽƵƌ
ŵLJĨƌŝĞŶĚƐĂŶĚ/ǁŝůůĚŽǁŚĞŶǁĞ
ƚĞĂŵŵĂƚĞƚŽŚĂǀĞ͍
ĂƌĞƚŽŐĞƚŚĞƌ͘^ŽŵĞƟŵĞƐƚŚĞLJ
ŵĞŶƟŽŶƚŚĂƚƚŚĞLJƚŚŝŶŬ/ĂŵƚŽŽ
_______________________________________ ďŽƐƐLJƚŚŝƐǁĂLJƚŚŽƵŐŚ͘ĞŝŶŐĂďůĞ
ƚŽŶŽƟĐĞƚŚŝƐŝŶŵLJŝŶƚĞƌĂĐƟŽŶƐ
_______________________________________ ǁŝůůŵĂŬĞƐƵƌĞƚŚĂƚ/ĂŵĐĂƌĞĨƵůƚŽ
ŐĞƚŽƚŚĞƌƐ͛ŽƉŝŶŝŽŶƐďĞĨŽƌĞŵĂŬŝŶŐ
_______________________________________ ƚŚĞĐĂůůƐ͘
_______________________________________
_______________________________________
_______________________________________
/ĂŵĂŶĂůLJƟĐĂů͕ƐŽ͕LJĞƐ͕/ďĞůŝĞǀĞ/
_______________________________________ ĚŽŚĂǀĞĂŶŶĂůLJƟĐĂů>ĞĂĚĞƌƐŚŝƉ
^ƚLJůĞůŝŬĞƚŚŝƐĂƐƐĞƐƐŵĞŶƚƐĂLJƐ͘
_______________________________________ /ĚŽǀĞƌLJǁĞůůŝŶŵLJƵƐŝŶĞƐƐ
ĐĐŽƵŶƟŶŐĐŽƵƌƐĞĂŶĚ/ŚĂƚĞ
_______________________________________ ƚŽƚƵƌŶŵLJĂƐƐŝŐŶŵĞŶƚƐŝŶůĂƚĞ͘
^ŽŵĞƟŵĞƐǁŚĞŶ/ĚĞĚƵĐƚĂ
_______________________________________ ƐŽůƵƟŽŶĨƌŽŵƚŚĞĚĞƚĂŝůƐŽĨĂ
ƉƌŽďůĞŵ͕/ŚĂǀĞĂŚĂƌĚƟŵĞƐĞĞŝŶŐ
_______________________________________ ĂŶLJŽƚŚĞƌƐŽůƵƟŽŶƐ͘<ŶŽǁŝŶŐ
ƚŚŝƐŚĞůƉƐŵĞƚŽƌĞŵĞŵďĞƌƚŚĂƚ
_______________________________________ /ŶĞĞĚƚŽďƌĂŝŶƐƚŽƌŵĂůŽƚŽĨ
ĚŝīĞƌĞŶƚŝĚĞĂƐďĞĨŽƌĞĐŽŵŝŶŐƚŽĂ
_______________________________________ ĐŽŶĐůƵƐŝŽŶ͘

<ŶŽǁŝŶŐDLJƐĞůĨ | T hinking | 29
Lesson 2.3: Am I an Entrepreneur?
Entrepreneurship ŝƐ Ă ǁĂLJ ŽĨ ƚŚŝŶŬŝŶŐ ĂŶĚ ĂĐƟŶŐ ƚŚĂƚ ĨŽĐƵƐĞƐ ŽŶ ŝĚĞŶƟĨLJŝŶŐ ŽƉƉŽƌƚƵŶŝƟĞƐ͕ ŝŶĨŽƌŵƐ
ĂĐƟŽŶǁŝƚŚĂŶĂůLJƐŝƐ͕ĂŶĚŝƐĚƌŝǀĞŶďLJĂƉĂƐƐŝŽŶĂƚĞŝŶĚŝǀŝĚƵĂůŽƌƚĞĂŵ͘dŚĞĞŶƚƌĞƉƌĞŶĞƵƌŝƐƚŚĂƚƉĂƐƐŝŽŶĂƚĞ
ŝŶĚŝǀŝĚƵĂůŽƌƉĂƌƚŽĨƚŚĂƚƚĞĂŵ͘ŶentrepreneurĐĂŶŚĂǀĞĂǀĂƌŝĞƚLJŽĨĐŽƌĞǀĂůƵĞƐĂŶĚŚĂǀĞĂŶLJŽĨƚŚĞ
ůĞĂĚĞƌƐŚŝƉƐƚLJůĞƐ͘dŚĞďĞƐƚƚŚŝŶŐĂŶĞŶƚƌĞƉƌĞŶĞƵƌĐĂŶĚŽŝƐƚŽďĞƐĞůĨĂǁĂƌĞŽĨŚŽǁƚŚĞLJŽƉĞƌĂƚĞďLJ
ƵŶĚĞƌƐƚĂŶĚŝŶŐƚŚĞŝƌƉĞƌƐŽŶĂůǀĂůƵĞƐĂŶĚƐƚLJůĞ͘ŶĞŶƚƌĞƉƌĞŶĞƵƌǁŝůůďĞĂďůĞƚŽůĞǀĞƌĂŐĞƚŚĞŝƌƐƚƌĞŶŐƚŚƐ
ĂŶĚĐŽŵƉĞŶƐĂƚĞĨŽƌƚŚĞŝƌǁĞĂŬŶĞƐƐĞƐďLJĞŝƚŚĞƌĐĂƌĞĨƵůŵŽĚĞƌĂƟŽŶŽƌĐŽŶƐƵůƟŶŐǁŝƚŚƉĞŽƉůĞƚŚĂƚĂƌĞ
ƐƚƌŽŶŐĞƌŝŶƚŚŽƐĞĂƌĞĂƐ͘/ƚŝƐŝŵƉŽƌƚĂŶƚƚŚĂƚLJŽƵŬŶŽǁǁŚĂƚƚŚĞĞŶƚƌĞƉƌĞŶĞƵƌƚŚĂƚLJŽƵǁĂŶƚƚŽďĞůŽŽŬƐ
ůŝŬĞ ƐŽ ƚŚĂƚ LJŽƵ ĐĂŶ ƌĞĨĞƌĞŶĐĞ ƚŚŝƐ ůĂƚĞƌ ǁŚĞŶ LJŽƵ ŵĂLJ ďĞ ƋƵĞƐƟŽŶŝŶŐ LJŽƵƌƐĞůĨ͘ ĞůŽǁ LJŽƵ ŚĂǀĞ ƚŚĞ
ŽƉƉŽƌƚƵŶŝƚLJƚŽĚŽũƵƐƚƚŚĂƚ͘

Exercise 2.6: Draw an Entrepreneur


&ƌŽŵ ƚŚĞ ŽƵƚƐŝĚĞ͕ ŝƚ ŝƐ ĞĂƐLJ ƚŽ ƐƉŽƚ Ă ƐƵĐĐĞƐƐĨƵů ĞŶƚƌĞƉƌĞŶĞƵƌ ďĞĐĂƵƐĞ ŽĨ ƚŚĞ ďƵƐŝŶĞƐƐ ƚŚĞLJ
ŚĂǀĞďƵŝůƚĂƌŽƵŶĚƚŚĞŵƐĞůǀĞƐ͘ƵƚǁŚĂƚŝƐŐŽŝŶŐŽŶŝŶƐŝĚĞĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͍tŚĂƚŵĂŬĞƐƚŚĞŵ
ƐƵĐĐĞƐƐĨƵů͍tŚĂƚĚŽƚŚĞLJŚĂǀĞŝŶĐŽŵŵŽŶ͍hƐĞƚŚĞƐƉĂĐĞďĞůŽǁƚŽ͞ďƵŝůĚĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͘͟
Ğ ĐƌĞĂƟǀĞ͊ zŽƵ ŵŝŐŚƚ ŝŶĐůƵĚĞ ƐŽŵĞƚŚŝŶŐ ƚŚĞLJ ǁŽƵůĚ ƐĂLJ͕ ƐŽŵĞƚŚŝŶŐ ƚŚĞLJ ǁŽƵůĚ ĚŽ͕ ŽďũĞĐƚƐ
ĂƐƐŽĐŝĂƚĞĚǁŝƚŚƚŚĞŵ͕ŽƌƵƐĞĚŝīĞƌĞŶƚďŽĚLJƉĂƌƚƐƚŽƐLJŵďŽůŝnjĞĂďĞŚĂǀŝŽƌĂůĂƩƌŝďƵƚĞ͘ƌĂǁƚŚĞŝƌ
ƐƵƌƌŽƵŶĚŝŶŐƐ͕ĞŶǀŝƌŽŶŵĞŶƚ͕ŽƌĂŶLJƚŚŝŶŐLJŽƵƚŚŝŶŬƚŚĞĞŶƚƌĞƉƌĞŶĞƵƌŶĞĞĚƐƚŽďĞƐƵĐĐĞƐƐĨƵů͘tŚĂƚ
ĐŽƌĞǀĂůƵĞƐĚŽLJŽƵƚŚŝŶŬĂƌĞŝŵƉŽƌƚĂŶƚƚŽĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͍

&ŽƌŵLJĞŶƚƌĞƉƌĞŶĞƵƌ/ĚƌĞǁ͗
ŝŐďƌĂŝŶͶĐƵƌŝŽƵƐ͕ƉƌŽďůĞŵͲ
ƐŽůǀĞƌ͕ƐĞĞƐďŝŐͲƉŝĐƚƵƌĞ
ŝŐŚĞĂƌƚͶƉĂƐƐŝŽŶĂƚĞ͕ǁĂŶƚƐ
ƚŽŵŽǀĞĂŶĚƐŚĂŬĞƚŚĞǁŽƌůĚ͕
ŚŽƉĞĨƵů
ŝŐŚĂŶĚƐͶƐĞŝnjĞƐ
ŽƉƉŽƌƚƵŶŝƟĞƐ͕ŵŽƟǀĂƚĞĚ͕ǁŽƌŬƐ
ŚĂƌĚ
ŝŐĨĞĞƚͶĐĞŶƚĞƌĞĚ͕ƐĞůĨͲ
ĂƐƐƵƌĞĚ͕ĐŽŶĮĚĞŶƚ

tŚĂƚĂďŽƵƚLJŽƵƌƐ͍

30 | T hinking | <ŶŽǁŝŶŐDLJƐĞůĨ
Exercise 2.7: ĞĮŶĞĂŶŶƚƌĞƉƌĞŶĞƵƌ
ŌĞƌ ƌĞŇĞĐƟŶŐ ŽŶ LJŽƵƌƐĞůĨ ĂƐ ĂŶ ŝŶĚŝǀŝĚƵĂů͕ ŶŽǁ ŝƚ͛Ɛ ƟŵĞ ƚŽ ƚŚŝŶŬ ĂďŽƵƚ LJŽƵƌƐĞůĨ ĂŶĚ LJŽƵƌ
ƉŽƚĞŶƟĂůĂƐĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͘ŶƐǁĞƌƚŚĞĨŽůůŽǁŝŶŐƋƵĞƐƟŽŶƐ͘

tŚĂƚŝƐLJŽƵƌƉĞƌƐŽŶĂůĚĞĮŶŝƟŽŶŽĨĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͍

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tŚĂƚ ĂƩƌŝďƵƚĞƐŽĨ ĂŶ ĞŶƚƌĞƉƌĞŶĞƵƌĚŽ LJŽƵ ƚŚŝŶŬ ĐŽŵĞŵŽƌĞŶĂƚƵƌĂůůLJ ƚŽ LJŽƵ͍ hƐĞLJŽƵƌ ĐŽƌĞ
ǀĂůƵĞƐĂŶĚďĞŚĂǀŝŽƌĂůƐƚLJůĞŝŶLJŽƵƌĂŶƐǁĞƌ͘

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tŚĂƚĚŽLJŽƵƐĞĞĂƐƉŽƚĞŶƟĂůŽďƐƚĂĐůĞƐƚŽďĞĐŽŵŝŶŐĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͍tŚĂƚŝƐŚŽůĚŝŶŐLJŽƵďĂĐŬ͍
,ŽǁĐŽƵůĚLJŽƵŽǀĞƌĐŽŵĞƚŚĞƐĞŽďƐƚĂĐůĞƐ͍

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<ŶŽǁŝŶŐDLJƐĞůĨ | T hinking | 31
ZĞŇĞĐƟŽŶ͗ Knowing Myself
/ŶƚŚŝƐĐŚĂƉƚĞƌ͕LJŽƵ͛ǀĞŚŽƉĞĨƵůůLJĚŝƐĐŽǀĞƌĞĚĂůŝƩůĞĂďŽƵƚǁŚŽLJŽƵĂƌĞĂŶĚǁŚĂƚLJŽƵƚŚŝŶŬŝƚƚĂŬĞƐ
ƚŽďĞĂƐƵĐĐĞƐƐĨƵůĞŶƚƌĞƉƌĞŶĞƵƌ͘hƐĞƚŚŝƐƐƉĂĐĞƚŽƌĞŇĞĐƚŽŶŚŽǁLJŽƵƌǀĂůƵĞƐĂŶĚƐŬŝůůƐŵŝŐŚƚŚĞůƉ
LJŽƵƚŽďĞĂƐƵĐĐĞƐƐĨƵůĞŶƚƌĞƉƌĞŶĞƵƌ͘ŽLJŽƵƐĞĞĂƌĞĂƐǁŚĞƌĞLJŽƵǁŝůůŶĞĞĚƚŽĂĐƋƵŝƌĞŶĞǁƐŬŝůůƐ
ŽƌŝŵƉƌŽǀĞLJŽƵƌƐĞůĨ͍ĞůŽǁ͕ƐƵŵŵĂƌŝnjĞƐŽŵĞŽĨƚŚĞŽƉƉŽƌƚƵŶŝƟĞƐLJŽƵƌƐŬŝůůƐĂŶĚƉĂƐƐŝŽŶƐŵĂLJ
ƉƌŽǀŝĚĞLJŽƵŝŶĚĞǀĞůŽƉŝŶŐĂďƵƐŝŶĞƐƐ͘

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ǀĞƌLJŐŽŽĚĞŶƚƌĞƉƌĞŶĞƵƌ _______________________________________
ǁŝůůŚĂǀĞƚŽƌĞǀŝƐĞƚŚĞŝƌƉůĂŶƐ
ŽǀĞƌĂŶĚŽǀĞƌĂŐĂŝŶĂƐƚŚĞLJ _______________________________________
ŐĂŝŶŶĞǁŝŶƐŝŐŚƚƐ͘ZĞŵĞŵďĞƌƚŽ
ůĞĂǀĞƐŽŵĞƐƉĂĐĞƚŽĐŽŵĞďĂĐŬ͕ _______________________________________
ƌĞǀŝƐŝƚLJŽƵƌƌĞŇĞĐƟŽŶ͕ĂŶĚĂĚĚ
ŵŽƌĞƚŚŽƵŐŚƚƐĂƐŶĞĞĚĞĚ͘ _______________________________________
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32 | T hinking | <ŶŽǁŝŶŐDLJƐĞůĨ
>> F inding My
Passion

tŚĂƚŝƐWĂƐƐŝŽŶ͍

3
WĂƐƐŝŽŶĂŶĞ/ĚĞŶƟĮĞĚ
&ŝŶĚŝŶŐŵLJWĂƐƐŝŽŶ
WĂƐƐŝŽŶŝŶWƌĂĐƟĐĞ
EŽǁƚŚĂƚLJŽƵŚĂǀĞĂďĞƩĞƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨǁŚŽŵLJŽƵĂƌĞŽŶƚŚĞŝŶƐŝĚĞ͕ŝƚ͛ƐŝŵƉŽƌƚĂŶƚƚŽ
ƵŶĚĞƌƐƚĂŶĚŚŽǁLJŽƵŝŶƚĞƌĂĐƚǁŝƚŚƚŚĞŽƵƚƐŝĚĞǁŽƌůĚ͘,ŽǁĚŽLJŽƵĐŚŽŽƐĞƚŽƐƉĞŶĚLJŽƵƌĚĂLJ͍
tŚĂƚĂƌĞLJŽƵƉĂƐƐŝŽŶĂƚĞĂďŽƵƚ͍,ŽǁĐĂŶLJŽƵƵƐĞLJŽƵƌŬŶŽǁůĞĚŐĞƚŽĚĞǀĞůŽƉĂďƵƐŝŶĞƐƐ
ŽƉƉŽƌƚƵŶŝƚLJ͍

/ŵƉŽƌƚĂŶƚtŽƌĚƐƚŽ<ŶŽǁ

Passion:tŚĂƚĚƌŝǀĞƐ͕ŵŽƟǀĂƚĞƐ͕
ĂŶĚĚĞĮŶĞƐǁŚĂƚLJŽƵĚŽ͘
Opportunity:ŶŝĚĞĂ͕ĂĐƟǀŝƚLJ͕Žƌ
ĞǀĞŶƚLJŽƵĐĂŶĐŚŽŽƐĞƚŽƉƵƌƐƵĞ͘
Commitment:ĐƟǀŝƚLJŽƌ
ƌĞƐƉŽŶƐŝďŝůŝƚLJLJŽƵĂƌĞƌĞƋƵŝƌĞĚƚŽ
ƉƵƌƐƵĞ͘
Balance:dŚĞŝŶƚĞƌƐĞĐƟŽŶďĞƚǁĞĞŶ
ŽƉƉŽƌƚƵŶŝƟĞƐĂŶĚĐŽŵŵŝƚŵĞŶƚƐ͘
ůůŽǁƐŽŶĞƚŽďĞƌĞƐƉŽŶƐŝďůĞLJĞƚ
ŚĂǀĞƚŚĞŽƉƟŽŶƚŽƉĂƌƟĐŝƉĂƚĞŝŶ
ŽƚŚĞƌĂĐƟǀŝƟĞƐ͕ĞǀĞŶƚƐ͕ŽƌŝĚĞĂƐ͘
Lesson 3.1: What is Passion?
WĂƐƐŝŽŶŝƐĂŶŝŶƚĞŶƐĞĚĞƐŝƌĞŽƌĞŶƚŚƵƐŝĂƐŵƚŚĂƚĚƌŝǀĞƐĂŶĚĚĞĮŶĞƐĂƉĞƌƐŽŶ͘/Ŷ&ƌŽŵ/ĚĞĂƐƚŽĐƟŽŶ͕LJŽƵƌ
ƉĂƐƐŝŽŶǁŝůůŚĞůƉLJŽƵŝĚĞŶƟĨLJĞŶƚƌĞƉƌĞŶĞƵƌŝĂůŽƉƉŽƌƚƵŶŝƟĞƐďĂƐĞĚŽŶƚŚĞƚŚŝŶŐƐƚŚĂƚLJŽƵŬŶŽǁĂŶĚůŽǀĞ͘

ǀĞƌLJŽŶĞŚĂƐƚŽŵĂŬĞŵŽŶĞLJƚŽƐƵƉƉŽƌƚƚŚĞŝƌůŝĨĞĂŶĚŵĂŶLJƉĞŽƉůĞĂĐĐŽŵƉůŝƐŚƚŚŝƐƚŚƌŽƵŐŚƐƚĂƌƟŶŐĂ
ďƵƐŝŶĞƐƐ͘ƵƚǁŚĂƚŬŝŶĚŽĨďƵƐŝŶĞƐƐĐĂŶƚŚĞLJƐƚĂƌƚ͍DĂŶLJƉĞŽƉůĞƐƚĂƌƚďƵƐŝŶĞƐƐĞƐďĂƐĞĚŽŶǁŚĂƚƚŚĞLJ
ŬŶŽǁŽƌĂƌĞǁŝůůŝŶŐƚŽůĞĂƌŶ͘dŚĂƚƚŚŝŶŐƚŚĞLJŬŶŽǁŽƌĂƌĞǁŝůůŝŶŐƚŽůĞĂƌŶ͕ŝŶŵĂŶLJĐĂƐĞƐ͕ŝƐƚŚĞŝƌƉĂƐƐŝŽŶ͘
tŚĞŶ ƐŽŵĞŽŶĞ ŚĂƐ Ă ƉĂƐƐŝŽŶ͕ ǁĞ ƐĂLJ ƚŚĞLJ ĂƌĞ ƉĂƐƐŝŽŶĂƚĞ͘ tĞ ďĞůŝĞǀĞ ƚŚŝƐ ŵŽƟǀĂƟŽŶ ŝƐ ŽŶĞ ŽĨ ƚŚĞ
ƉƌŝŵĂƌLJĨĂĐƚŽƌƐŽĨĂƐƵĐĐĞƐƐĨƵůĞŶƚƌĞƉƌĞŶĞƵƌ͘

WĞŽƉůĞĐĂŶďĞƉĂƐƐŝŽŶĂƚĞĂďŽƵƚĂůůŬŝŶĚƐŽĨƐƵďũĞĐƚƐĨƌŽŵůĞĂƌŶŝŶŐŝŶƐĐŚŽŽůƚŽŚĞůƉŝŶŐŽƚŚĞƌƐƚŽƐŽůǀŝŶŐ
ƉƌŽďůĞŵƐŽƌŐƌŽǁŝŶŐĨƌƵŝƚ͘ƉĞƌƐŽŶ͛ƐƉĂƐƐŝŽŶŝƐƐŽŵĞƚŚŝŶŐƚŚĂƚƚŚĞLJǁŽƵůĚŶ͛ƚǁĂŶƚƚŽůŝǀĞǁŝƚŚŽƵƚŝĨ
ƚŚĞLJŚĂĚĂĐŚŽŝĐĞ͘,ĂǀŝŶŐĂƉĂƐƐŝŽŶĨŽƌƚŚĞĂĐƟǀŝƟĞƐƚŚĂƚLJŽƵĚŽ͕ĐĂŶŚĞůƉLJŽƵĚŽƚŚĞŵďĞƩĞƌͲďĞĐĂƵƐĞ
LJŽƵ͛ƌĞŵŽƟǀĂƚĞĚ͘&ŽƌĞdžĂŵƉůĞ͕ĂƐƚƵĚĞŶƚŵĂLJďĞƉĂƐƐŝŽŶĂƚĞĂďŽƵƚůĞĂƌŶŝŶŐŵĂƚŚ͘/ĨƚŚĂƚƐƚƵĚĞŶƚŝƐĂďůĞ
ƚŽƵƐĞƚŚĂƚŬŶŽǁůĞĚŐĞĂŶĚŝŶƚĞƌĞƐƚƚŽďƵŝůĚŵŽƌĞŽŌĞŶŝŶƚŚĞŝƌůŝĨĞ͕ƚŚĞLJǁŝůůŵŽƐƚůŝŬĞůLJďĞŚĂƉƉŝĞƌĞĂĐŚ
ĚĂLJ͘dŚĞƐĂŵĞƐƚƵĚĞŶƚŵĂLJďĞůĞƐƐƉĂƐƐŝŽŶĂƚĞĂďŽƵƚůĞĂƌŶŝŶŐůĂŶŐƵĂŐĞƐ͕ďƵƚƐƟůůƐŬŝůůĞĚ͘DŽƌĞŽŌĞŶƚŚĂŶ
ŶŽƚ͕ƚŚĂƚƐƚƵĚĞŶƚǁŝůůďĞĂďĞƩĞƌƚƵƚŽƌŝŶŵĂƚŚ͕ƚŚĂŶůĂŶŐƵĂŐĞ͘dŚŝƐŝƐƚŚĞĐĂƐĞ͕ĞdžĐŝƚĞŵĞŶƚŝƐĐŽŶƚĂŐŝŽƵƐ͘
/ĨLJŽƵĐĂŶĮŶĚLJŽƵƌĞdžĐŝƚĞŵĞŶƚ͕LJŽƵƌƉĂƐƐŝŽŶ͕LJŽƵŵĂLJďĞĂďůĞƚŽƵƐĞƚŚĂƚƚŽďĞĐŽŵĞŵŽƌĞƐƵĐĐĞƐƐĨƵů
ĂŶĚŚĂƉƉLJƚŽŽ͘

KŌĞŶƉĞŽƉůĞĚŽƚŚŝŶŐƐŝŶůŝĨĞǁŝƚŚŽƵƚƉĂƐƐŝŽŶ͘^ŝŵƉůLJŐĞƚŝƚĚŽŶĞĨƌŽŵƚŚŽƐĞǁŚŽĞdžĐĞů͕ƚŚŽƐĞǁŚŽĞdžĐĞů
ĚŽŝƚǁŝƚŚƉĂƐƐŝŽŶ͘&ŽƌĞdžĂŵƉůĞ͕ƚŚĞƉƌŽĨĞƐƐŝŽŶĂůƐďĞůŽǁŵĂLJŚĂǀĞƚŚĞƉĂƐƐŝŽŶŽŶƚŚĞƌŝŐŚƚ͘

WƌŽĨĞƐƐŝŽŶĂů Possible Passion

EĞǁƐƉĂƉĞƌWƌŽĚƵĐĞƌ ĚŝƟŶŐ

ƌƟƐƚͬ'ĂůůĞƌLJKǁŶĞƌ WĂŝŶƟŶŐ

Math Teacher Math

ŽŵƉƵƚĞƌ^ĂůĞƐWĞƌƐŽŶ dĞĐŚŶŽůŽŐLJ

^ĞĂŵƐƚƌĞƐƐ Clothing

dŚĞƐĞƉƌŽĨĞƐƐŝŽŶĂůƐŵĂLJŚĂǀĞŽƚŚĞƌŽƌĚŝīĞƌĞŶƚƉĂƐƐŝŽŶƐƚŚĂƚĚƌŝǀĞƚŚĞŵƚŽĚŽǁŚĂƚƚŚĞLJĚŽ͘^ŽŵĞƟŵĞƐ͕
ĂƉĂƐƐŝŽŶĐĂŶďĞĂƐĂďƐƚƌĂĐƚ͕ĂŶĚŽŶůLJƚŚĞƉĞƌƐŽŶƉƵƌƐƵŝŶŐƚŚĂƚƉĂƐƐŝŽŶĐĂŶƐĞĞƚŚĞĐŽŶŶĞĐƟŽŶďĞƚǁĞĞŶ
ƚŚĞŝƌƉĂƐƐŝŽŶĂŶĚƚŚĞĂĐƟǀŝƟĞƐƚŚĞLJĚŽĚĂLJͲƚŽͲĚĂLJ͘WĂƐƐŝŽŶŝƐƉĞƌƐŽŶĂů͕ďƵƚŝŵƉŽƌƚĂŶƚĨŽƌLJŽƵƚŽŝĚĞŶƞŝLJ
ƐŽƚŚĂƚLJŽƵĐĂŶǁŽƌŬƚŽǁĂƌĚƐůŽǀŝŶŐǁŚĂƚLJŽƵ͛ƌĞĚŽŝŶŐĂŶĚĨĞĞůŝŶŐŐŽŽĚĂďŽƵƚŝƚ͘

Exercise 3.1: Passion in your Community


dŚŝŶŬĂďŽƵƚƉĞŽƉůĞLJŽƵŬŶŽǁǁŚŽLJŽƵďĞůŝĞǀĞƚŽďĞƉĂƐƐŝŽŶĂƚĞĂďŽƵƚǁŚĂƚƚŚĞLJĚŽ͘/ŶƚĞƌǀŝĞǁ
ĂƚůĞĂƐƚƚǁŽŽĨƚŚĞŵ͘dĂŬĞŶŽƚĞƐĂďŽƵƚŚŽǁƚŚĞLJĚĞƐĐƌŝďĞƚŚĞŝƌƉĂƐƐŝŽŶĂŶĚŚŽǁŝƚŝŶŇƵĞŶĐĞƐƚŚĞ
ǁŽƌŬƚŚĞLJĚŽ͘

1. _____________________________________
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&ŝŶĚŝŶŐDLJWĂƐƐŝŽŶ | T hinking | 35
Lesson 3.2: WĂƐƐŝŽŶĂŶĞ/ĚĞŶƟĮĞĚ
/ƚ ŝƐ ŝŵƉŽƌƚĂŶƚ ƚŽ ƌĞĐŽŐŶŝnjĞ ŚŽǁ LJŽƵƌ ĚĂLJͲƚŽͲĚĂLJ ĞdžƉĞƌŝĞŶĐĞƐ͕ LJŽƵƌ ŬŶŽǁůĞĚŐĞ͕ ĂŶĚ ǁŚĂƚ LJŽƵ ĂƌĞ
ƉĂƐƐŝŽŶĂƚĞĂďŽƵƚĐĂŶŝŵƉĂĐƚǁŚŽLJŽƵĂƌĞĂƐĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͘ƵŝůĚŝŶŐĂďƵƐŝŶĞƐƐĂƌŽƵŶĚLJŽƵƌƉĂƐƐŝŽŶ
ŵĞĂŶƐƚŚĂƚLJŽƵĐĂŶƐŚĂƌĞƚŚĂƚƉĂƐƐŝŽŶǁŝƚŚŽƚŚĞƌƐ͕ĂŶĚďĞŚĂƉƉLJĂďŽƵƚƚŚĞǁŽƌŬƚŚĂƚLJŽƵĚŽ͘

zŽƵŬŶŽǁĂůŽƚĂŶĚĚŽĂůŽƚŽĨĚŝīĞƌĞŶƚƚŚŝŶŐƐ͕ƉƌŽďĂďůLJǁŝƚŚŽƵƚĞǀĞƌƌĞĂůŝnjŝŶŐŝƚ͘dŚĞĨŽůůŽǁŝŶŐĞdžĞƌĐŝƐĞƐ
ǁŝůů ŚĞůƉ LJŽƵ ƚŚŝŶŬ ĂďŽƵƚ ƚŚĞ ƚŚŝŶŐƐ LJŽƵ ĚŽ ĂŶĚ ŚŽǁ ƚŚĞLJ ĚĞĮŶĞ ǁŚŽ LJŽƵ ĂƌĞ͘ /ƚ ǁŝůů ĂůƐŽ ŚĞůƉ LJŽƵ
ŝĚĞŶƟĨLJƚŚŽƐĞƚŚŝŶŐƐƚŚĂƚLJŽƵůŽǀĞƚŽĚŽʹLJŽƵƌƉĂƐƐŝŽŶƐ͘

Exercise 3.2: A Week in the Life of Me


hƐŝŶŐƚŚĞďŽdžĞƐďĞůŽǁ͕ůŝƐƚƚŚĞĂĐƟǀŝƟĞƐLJŽƵƉĂƌƟĐŝƉĂƚĞĚŝŶŽǀĞƌƚŚĞƉĂƐƚǁĞĞŬ͘ŶĂĐƟǀŝƚLJŝƐ
ĂŶLJƚŚŝŶŐ LJŽƵ ƐƉĞŶĚ LJŽƵƌ ƟŵĞ ĚŽŝŶŐ͘ &Žƌ ĞdžĂŵƉůĞ͕ ĂĐƟǀŝƟĞƐ ŝŶĐůƵĚĞ ŐŽŝŶŐ ƚŽ ƐĐŚŽŽů͕ ƉůĂLJŝŶŐ͕
ƌĞĂĚŝŶŐ͕ĞƚĐ͘

ĂLJŽĨƚŚĞǁĞĞŬ ĐƟǀŝƟĞƐ

^ƵŶĚĂLJ

DŽŶĚĂLJ

dƵĞƐĚĂLJ

tĞĚŶĞƐĚĂLJ

dŚƵƌƐĚĂLJ

&ƌŝĚĂLJ

^ĂƚƵƌĚĂLJ

36 | T hinking | &ŝŶĚŝŶŐDLJWĂƐƐŝŽŶ
/ƚ͛ƐŐƌĞĂƚƚŽŬŶŽǁǁŚĂƚLJŽƵƌƉĂƐƐŝŽŶƐĂƌĞďƵƚƌĞĂůůLJŝŵƉŽƌƚĂŶƚƚŽĐŽŶƟŶƵĞƚŽĞŶŐĂŐĞŝŶĂĐƟǀŝƟĞƐƚŚĂƚ
ǁŝůůŚĞůƉLJŽƵƚŽĚĞǀĞůŽƉLJŽƵƌƉĂƐƐŝŽŶƐŵŽƌĞ͘ƐĂƐƚƵĚĞŶƚ͕ƐŽŶŽƌĚĂƵŐŚƚĞƌĂŶĚĐŽŵŵƵŶŝƚLJŵĞŵďĞƌ
LJŽƵŚĂǀĞŵĂŶLJĐŽŵŵŝƚŵĞŶƚƐĂŶĚƌĞƐƉŽŶƐŝďŝůŝƟĞƐŝŶLJŽƵƌůŝĨĞ͘/ƚŝƐŝŵƉŽƌƚĂŶƚƚŚĂƚLJŽƵŵĂŝŶƚĂŝŶƚŚŽƐĞ
ƌĞƐƉŽŶƐŝďŝůŝƟĞƐ͘/ƚŝƐLJŽƵƌĨƌĞĞƟŵĞƚŚĂƚLJŽƵĐĂŶĐŽŶƚƌŽůʹƚŚĞƟŵĞǁŚĞŶLJŽƵĂƌĞŶŽƚǁŽƌŬŝŶŐƚŽŬĞĞƉ
ƵƉǁŝƚŚƚŚŽƐĞĐŽŵŵŝƚŵĞŶƚƐĂŶĚƌĞƐƉŽŶƐŝďŝůŝƟĞƐ͘zŽƵŵƵƐƚĞdžĂŵŝŶĞŚŽǁLJŽƵƐƉĞŶĚLJŽƵƌĨƌĞĞƟŵĞ
ǁŚĞŶLJŽƵŚĂǀĞŽƉƟŽŶƐƚŽĐŚŽŽƐĞĚŝīĞƌĞŶƚƚŚŝŶŐƐ͘dŚĞĐĂůĞŶĚĂƌƚŚĂƚLJŽƵĮůůĞĚŽƵƚĂƚƚŚĞďĞŐŝŶŶŝŶŐ
ŽĨƚŚŝƐƐĞĐƟŽŶǁŝůůŚĞůƉLJŽƵƚŽƌĞĂůŝnjĞŚŽǁŵƵĐŚŽĨLJŽƵƌĨƌĞĞƟŵĞLJŽƵŵŝŐŚƚďĞĂďůĞƚŽĚĞĚŝĐĂƚĞƚŽ
ůĞĂƌŶŝŶŐŵŽƌĞĂďŽƵƚƚŚŽƐĞƚŚŝŶŐƐLJŽƵƚŚŝŶŬLJŽƵĂƌĞƉĂƐƐŝŽŶĂƚĞĂďŽƵƚ͘

Exercise 3.3: hƐŝŶŐDLJdŝŵĞtŝƐĞůLJ


ĂƐĞĚŽŶƚŚĞĐĂůĞŶĚĂƌĞdžĞƌĐŝƐĞ͕ĂŶƐǁĞƌƚŚĞĨŽůůŽǁŝŶŐƋƵĞƐƟŽŶƐ͘

tŚĂƚĂĐƟǀŝƚLJĚŝĚLJŽƵƐƉĞŶĚƚŚĞŵŽƐƚƟŵĞĚŽŝŶŐ͍

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tĞƌĞLJŽƵƐƵƌƉƌŝƐĞĚĂƚŚŽǁŵƵĐŚ;ŽƌŚŽǁůŝƩůĞͿƟŵĞLJŽƵƐƉĞŶƚĚŽŝŶŐĐĞƌƚĂŝŶĂĐƟǀŝƟĞƐ͍tŚLJŽƌ
ǁŚLJŶŽƚ͍

_______________________________________ ,ĞƌĞ͛ƐŚŽǁ/ĨŽƵŶĚďĂůĂŶĐĞ͗
_______________________________________ ŌĞƌůŽŽŬŝŶŐĂƚŵLJĐĂůĞŶĚĂƌ/
ƌĞĂůŝnjĞĚƚŚĂƚ/ǁĂƐƉůĂLJŝŶŐǁŝƚŚ
_______________________________________ ŵLJĨƌŝĞŶĚƐŽŌĞŶĚƵƌŝŶŐŵLJ
ĚŽǁŶƟŵĞ͘ƐŵƵĐŚĂƐ/ůŝŬĞĂŶĚ
tŚĂƚĂƌĞƐŽŵĞŽĨƚŚĞƚŚŝŶŐƐLJŽƵĂƌĞƌĞƐƉŽŶƐŝďůĞĨŽƌ͍dŚŝƐĐŽƵůĚďĞŚĞůƉŝŶŐLJŽƵƌĨĂŵŝůLJ͕ƚĂŬŝŶŐ ǁĂŶƚƚŽǁŽƌŬǁŝƚŚĐŽŵƉƵƚĞƌƐ͕
ĐĂƌĞŽĨƐŝďůŝŶŐƐ͕ĐůĞĂŶŝŶŐ͕ĞƚĐ͘ ĂůŵŽƐƚŶŽŶĞŽĨŵLJƟŵĞǁĂƐ
ƐƉĞŶƚǁŽƌŬŝŶŐŽŶƚŚĞŵŽƌ
_______________________________________ ůĞĂƌŶŝŶŐĂďŽƵƚƚŚĞŵ͘/ĚĞĐŝĚĞĚ
/ĐŽƵůĚĮŶĚďĞƩĞƌďĂůĂŶĐĞďLJ
_______________________________________ ƐƉĞŶĚŝŶŐŚĂůĨŽĨŵLJĚŽǁŶƟŵĞ
ƉůĂLJŝŶŐǁŝƚŚŵLJĨƌŝĞŶĚƐĂŶĚ
_______________________________________ ŚĂůĨŽĨŵLJƟŵĞƌĞĂĚŝŶŐĂďŽƵƚ
ĐŽŵƉƵƚĞƌƐĨƌŽŵƚŚĞůŝďƌĂƌLJŽƌďLJ
_______________________________________ ǀŝƐŝƟŶŐĂŶŝŶƚĞƌŶĞƚĐĂĨĞ͘

,ĞƌĞ͛ƐƚŚĞŐŽĂů͗ƚƌLJƚŽƵƐĞLJŽƵƌĚŽǁŶƟŵĞǁŝƐĞůLJƐŽƚŚĂƚLJŽƵĐĂŶĞdžƉůŽƌĞĂŶĚŝŵƉƌŽǀĞƚŚĞƐŬŝůůƐ
LJŽƵǁŝƐŚƚŽŽďƚĂŝŶ͘ŽLJŽƵĨĞĞůLJŽƵŚĂǀĞĂďĂůĂŶĐĞĚƐĐŚĞĚƵůĞ͍tŚĂƚĚŽLJŽƵƚŚŝŶŬLJŽƵĐŽƵůĚŐŝǀĞ
ƵƉƟŵĞĚŽŝŶŐ͕ŝĨĂŶLJƚŚŝŶŐ͕ƚŽĨŽĐƵƐŵŽƌĞŽŶLJŽƵƌƉĂƐƐŝŽŶƐ͍&ŝŶŝƐŚƚŚĞƐĞƐĞŶƚĞŶĐĞƐƚŽŚĞůƉLJŽƵ
ĚĞǀĞůŽƉŐŽĂůƐĂďŽƵƚƵƐŝŶŐLJŽƵƌƟŵĞ͊

/ĐƵƌƌĞŶƚůLJƐƉĞŶĚĂůŽƚŽĨƟŵĞ__________________________͘
/ǁŝƐŚ/ŬŶĞǁŵŽƌĞĂďŽƵƚ____________________________͘

/ǁŝƐŚ/ĐŽƵůĚ ___________________________ŵŽƌĞŽŌĞŶ͘

/ĐŽƵůĚƉƌŽďĂďůLJƐƚŽƉĚŽŝŶŐƐŽŵƵĐŚ________________________͘

EŽǁ͕ǁƌŝƚĞĚŽǁŶƚŚĞŐŽĂůƐLJŽƵŚĂǀĞĨŽƌLJŽƵƌƟŵĞďĂƐĞĚŽŶƚŚĞǁĂLJLJŽƵĮŶŝƐŚĞĚƚŚŽƐĞƐĞŶƚĞŶĐĞƐ͘

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&ŝŶĚŝŶŐDLJWĂƐƐŝŽŶ | T hinking | 37
Lesson 3.3: Finding my Passion
^ŽŵĞƟŵĞƐ LJŽƵƌ ƉĂƐƐŝŽŶ ĐĂŶ ďĞ ĞdžƉŽƐĞĚ ďLJ ƚŚŝŶŬŝŶŐ ĂďŽƵƚ ƋƵĞƐƟŽŶƐ Žƌ ĐŽŶĐĞƉƚƐ ƚŚĂƚ ĂƌĞŶ͛ƚ ĂƐŬĞĚ
ĞǀĞƌLJĚĂLJ͕ďLJƚŚŝŶŬŝŶŐĂďŽƵƚLJŽƵƌƉĂƐƚĂŶĚĚƌĞĂŵŝŶŐĂďŽƵƚLJŽƵƌĨƵƚƵƌĞ͘tĞƚŚŝŶŬĂďŽƵƚĂŶĚĚŽƚŚŝŶŐƐ
ĞǀĞƌLJĚĂLJƚŚĂƚǁĞĚŽŶ͛ƚŽŌĞŶƐƉĞŶĚƟŵĞĂŶĂůLJnjŝŶŐ͘/ĨǁĞƐƚŽƉƚŽƚŚŝŶŬĂďŽƵƚƚŚĞƐĞƚŚŝŶŐƐ͕ǁĞŵĂLJďĞ
ĂďůĞƚŽŝĚĞŶƟĨLJƚŚĞŵĞƐĂŶĚƉĂƩĞƌŶƐƚŚĂƚƉŽŝŶƚƚŽƐƉĞĐŝĮĐƉĂƐƐŝŽŶƐ͘

Exercise 3.4: Ask Myself...


ŶƐǁĞƌ ƚŚĞ ĨŽůůŽǁŝŶŐ ƋƵĞƐƟŽŶƐ ƚŽ ůĞĂƌŶ ƐŽŵĞ ŵŽƌĞ ĂďŽƵƚ LJŽƵƌƐĞůĨ͘ ƐŬŝŶŐ ƚŚĞƐĞ ƚŚĞŽƌĞƟĐĂů
ƋƵĞƐƟŽŶƐƐŽŵĞƟŵĞƐŵĂŬĞƐƉĞŽƉůĞƚŚŝŶŬŝŶǁĂLJƐƚŚĞLJŚĂǀĞŶŽƚďĞĨŽƌĞ͘

tŚĂƚǁĂƐLJŽƵƌĨĂǀŽƌŝƚĞƚŚŝŶŐƚŽĚŽǁŚĞŶLJŽƵǁĞƌĞĮǀĞLJĞĂƌƐŽůĚ͍

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tŚĂƚĚŽLJŽƵƚŚŝŶŬLJŽƵĂƌĞŐŽŽĚĂƚĚŽŝŶŐ͍

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,ĂǀŝŶŐƚƌŽƵďůĞ͍dŚŝŶŬďĂĐŬ
ĂďŽƵƚĐŽƌĞǀĂůƵĞƐ͘KŌĞŶǁĞ _______________________________________
ĂƌĞŚĂƉƉŝĞƐƚǁŚĞŶŽƵƌĐŽƌĞ
ǀĂůƵĞƐĂŶĚǁŚĂƚǁĞĚŽĚĂLJͲƚŽͲ _______________________________________
ĚĂLJĂƌĞŝŶŚĂƌŵŽŶLJ͘
/ĨLJŽƵĐŽƵůĚĐŚĂŶŐĞƚŚƌĞĞƚŚŝŶŐƐĂďŽƵƚLJŽƵƌĐŽŵŵƵŶŝƚLJŽƌƚŚĞǁŽƌůĚ͕ǁŚĂƚǁŽƵůĚƚŚĞLJďĞ͍

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/ŵĂŐŝŶĞLJŽƵƌƐĞůĨŝŶϮϬLJĞĂƌƐ͙tŚĞƌĞǁŝůůLJŽƵďĞ͍tŚĂƚǁŝůůLJŽƵďĞĚŽŝŶŐ͍

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38 | T hinking | &ŝŶĚŝŶŐDLJWĂƐƐŝŽŶ
tŚĂƚŝƐLJŽƵƌĨĂǀŽƌŝƚĞƐƵďũĞĐƚŝŶƐĐŚŽŽů͍tŚĂƚĚŽLJŽƵůŝŬĞĂďŽƵƚŝƚ͍

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tŚŽĚŽ/ŵŽƐƚĂĚŵŝƌĞĂƐƌŽůĞŵŽĚĞůƐĂŶĚǁŚLJĚŽLJŽƵĂĚŵŝƌĞƚŚĞŵ͍

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/ĨLJŽƵĐŽƵůĚǀŝƐŝƚĂŶLJǁŚĞƌĞŝŶƚŚĞǁŽƌůĚ͕ǁŚĞƌĞǁŽƵůĚŝƚďĞĂŶĚǁŚLJ͍

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tŚĂƚƐŬŝůůƐĚŽLJŽƵŶĞĞĚƚŽďĞĐŽŵĞƚŚĞƉĞƌƐŽŶLJŽƵǁĂŶƚƚŽďĞ͍

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tŚĂƚŝƐLJŽƵƌĨĂǀŽƌŝƚĞƋƵĂůŝƚLJŽĨLJŽƵƌĐŽŵŵƵŶŝƚLJ͍

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tŚĂƚŝƐLJŽƵƌĨĂǀŽƌŝƚĞƉůĂĐĞƚŽǀŝƐŝƚĂŶĚǁŚLJ͍

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&ŝŶĚŝŶŐDLJWĂƐƐŝŽŶ | T hinking | 39
/ƚ͛ƐĐŽŵŵŽŶƚŚĂƚLJŽƵŵĂLJƌĞĂůŝnjĞLJŽƵŚĂǀĞŵƵůƟƉůĞƉĂƐƐŝŽŶƐ͕ĞǀĞŶƉĂƐƐŝŽŶƐƚŚĂƚĂƌĞŶŽƚƌĞůĂƚĞĚ͘dŚŝƐŝƐ
ƉĞƌĨĞĐƚůLJŶŽƌŵĂůͲŵŽƐƚƉĞŽƉůĞǁŝůůŚĂǀĞŵŽƌĞƚŚĂŶŽŶĞƉĂƐƐŝŽŶ͕ŵŽƌĞƚŚĂŶŽŶĞƚŚŝŶŐƚŚĂƚĚƌŝǀĞƐƚŚĞŵ͘

zŽƵŵĂLJƌĞĂůŝnjĞĨƌŽŵƚŚĞƉƌĞǀŝŽƵƐĞdž͘ƚŚĂƚLJŽƵŚĂǀĞŵƵůƟƉůĞƉĂƐƐŝŽŶƐƚŚĂƚĚŽŶŽƚƐĞĞŵƌĞůĂƚĞĚ͘,ŽǁĞǀĞƌ͕
LJŽƵŵŝŐŚƚďĞĂďůĞƚŽĮŶĚĐŽŶŶĞĐƟŽŶƐďĞƚǁĞĞŶƚŚĞŵ͘ŝƚŝƐǁŚĞƌĞƚŚĞƐĞĐŽŶŶĞĐƟŽŶƐŽĐĐƵƌƚŚĂƚŚĞůƉLJŽƵ
ƚŽŝĚĞŶƟĨLJŚŽǁLJŽƵŵŝŐŚƚĂĐƚŽŶLJŽƵƌƉĂƐƐŝŽŶƐ͘

Exercise 3.5: Common Themes


ĞůŽǁ͕ůŝƐƚƚŚĞŵŽƐƚĐŽŵŵŽŶǁŽƌĚƐ;ŽƚŚĞƌƚŚĂŶĐŽŵŵŽŶǁŽƌĚƐůŝŬĞƚŚĞ͕Ă͕ŝƐ͕ŵĞ͕ĞƚĐ͘ͿŽƌƚŚĞŵĞƐ
ĨƌŽŵdžĞƌĐŝƐĞϯ͘ϯ͘dŚĞƐĞǁŽƌĚƐŵĂLJďĞĐŽŵƉůĞƚĞůLJƵŶƌĞůĂƚĞĚ

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ϭ͘͘

Ϯ͘______________________________________

ϯ͘______________________________________

ϰ͘______________________________________

ϱ͘______________________________________

dŚĞƐĞǁŽƌĚƐŵŝŐŚƚŚĞůƉLJŽƵƚŽŝĚĞŶƟĨLJƚŚĞƚŚŝŶŐƐƚŚĂƚƌĞĂůůLJŵĂƩĞƌƚŽLJŽƵ͘dŚŝŶŬĂďŽƵƚŚŽǁ
ƚŚĞƐĞƌĞůĂƚĞƚŽƚŚĞǁĂLJLJŽƵĂŶƐǁĞƌĞĚƚŚĞŽƚŚĞƌƋƵĞƐƟŽŶƐŝŶƚŚŝƐĐŚĂƉƚĞƌ͘dŚĞLJŵŝŐŚƚƚĞůůLJŽƵ
ƐŽŵĞƚŚŝŶŐĂďŽƵƚǁŚĂƚLJŽƵƌĞĂůůLJĨĞĞůƉĂƐƐŝŽŶĂƚĞĂďŽƵƚ͘tƌŝƚĞĂƐĞŶƚĞŶĐĞŽƌƚǁŽĂďŽƵƚƚŚĞ
ƉĂƐƐŝŽŶƐ͘

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Lesson 3.4: WĂƐƐŝŽŶŝŶWƌĂĐƟĐĞ


dŚŽƐĞǁŚŽƚƌƵůLJĞdžĐĞů͕ŽŌĞŶĮŶĚĂǁĂLJƚŽůŝŶŬƚŚĞŝƌƉĂƐƐŝŽŶǁŝƚŚǁŚĂƚƚŚĞLJĚŽŝŶƚŚĞŝƌůŝǀĞƐ͘tŚĂƚ
ĚŽĞƐƚŚĂƚŵĞĂŶĨŽƌLJŽƵ͍dŚĞďĞƐƚǁĂLJƚŽƚƌƵůLJĞdžĐĞůĂƚƐŽŵĞƚŚŝŶŐŝƐƚŽĮŶĚĂƉƌŽĨĞƐƐŝŽŶǁŚĞƌĞLJŽƵ
ĐĂŶƉƌĂĐƟĐĞLJŽƵƌƉĂƐƐŝŽŶĞǀĞƌLJĚĂLJ͘/ƚŵĂLJƚĂŬĞLJŽƵĂǁŚŝůĞ͕LJĞĂƌƐĞǀĞŶ͕ƚŽŐĂŝŶƚŚĞĞdžƉĞƌŝĞŶĐĞĂŶĚ
ďĂĐŬŐƌŽƵŶĚLJŽƵŶĞĞĚƚŽĚŽǁŚĂƚLJŽƵǁĂŶƚƚŽĚŽ͕ďƵƚŚĂǀŝŶŐĂŐŽĂůŝŶŵŝŶĚǁŝůůŚĞůƉLJŽƵƚŽƐŚĂƉĞLJŽƵƌ
ĂĐƟǀŝƟĞƐĞǀĞŶĞĂƌůLJŝŶLJŽƵƌůŝĨĞ͘&ŽƌĞdžĂŵƉůĞ͕ŝĨLJŽƵǁĂŶƚƚŽďĞĂŵĂƚŚƚĞĂĐŚĞƌ͕LJŽƵĐĂŶ͛ƚďĞĐŽŵĞŽŶĞ
ƚŽŵŽƌƌŽǁďƵƚLJŽƵĐĂŶĚĞĐŝĚĞLJŽƵǁŝůůŐŽƚŽƵŶŝǀĞƌƐŝƚLJĂŶĚƚŚĂƚLJŽƵǁŝůůƉƵƌƐƵĞLJŽƵƌƉƵďůŝĐƐƉĞĂŬŝŶŐ
ƐŬŝůůƐ͘

/ƚ͛ƐŝŵƉŽƌƚĂŶƚƚŚĂƚLJŽƵĐŽŶƟŶƵĞƚŽƐĞĞŬŽƵƚŶĞǁŝŶƚĞƌĞƐƚƐĂŶĚŬĞĞƉůĞĂƌŶŝŶŐ͘tŚĂƚLJŽƵŚĂǀĞŝĚĞŶƟĮĞĚ
ĂƐLJŽƵƌƉĂƐƐŝŽŶƐŚŽƵůĚƐŚĂƉĞƚŚĞŽƉƉŽƌƚƵŶŝƟĞƐLJŽƵĐŚŽŽƐĞƚŽƉƵƌƐƵĞ͘tŚŝůĞǁĞĐĂŶ͛ƚĂůǁĂLJƐĚŽ
ƐŽŵĞƚŚŝŶŐǁĞůŽǀĞ͕ǁĞĐĂŶĮŶĚƐŽŵĞƚŚŝŶŐǁĞůŽǀĞŝŶĞǀĞƌLJƚŚŝŶŐǁĞĚŽ͘>ŽŽŬƐĨŽƌǁĂLJƐƚŽŝŶĨƵƐĞLJŽƵƌ
ĚĂŝůLJĂĐƟǀŝƟĞƐǁŝƚŚƚŚĞƉĂƐƐŝŽŶƐƚŚĂƚLJŽƵŚĂǀĞŝĚĞŶƟĮĞĚ͘

Exercise 3.6: ĐƟŶŐŽŶDLJWĂƐƐŝŽŶ


ĂŶLJŽƵƚŚŝŶŬŽĨƉƌŽĨĞƐƐŝŽŶƐǁŚĞƌĞLJŽƵŵŽƐƚŽĨĂůůŽĨƚŚĞƚŚĞŵĞƐLJŽƵŝĚĞŶƟĮĞĚĂďŽǀĞǁŽƵůĚďĞ
ƉƵƚŝŶƚŽƉƌĂĐƟĐĞ͍>ŝƐƚƚŚĞŵďĞůŽǁĂŶĚĐŽŵŵĞŶƚŽŶŚŽǁƚŚĞLJƌĞůĂƚĞƚŽLJŽƵƌƉĂƐƐŝŽŶ͘

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40 | T hinking | &ŝŶĚŝŶŐDLJWĂƐƐŝŽŶ
ZĞŇĞĐƟŽŶ͗ My Passion
ĞůŽǁ͕ ƐƵŵŵĂƌŝnjĞ ƐŽŵĞ ŽĨ ƚŚĞ ŽƉƉŽƌƚƵŶŝƟĞƐ LJŽƵƌ ƐŬŝůůƐ ĂŶĚ ƉĂƐƐŝŽŶƐ ŵĂLJ ƉƌŽǀŝĚĞ LJŽƵ ŝŶ
ĚĞǀĞůŽƉŝŶŐĂďƵƐŝŶĞƐƐ͘/ŶƚŚŝƐĐŚĂƉƚĞƌ͕LJŽƵ͛ǀĞŝĚĞŶƟĮĞĚƚŚĞƚŚŝŶŐƐƚŚĂƚLJŽƵĂƌĞŐŽŽĚĂƚĂŶĚƚŚĞ
ƚŚŝŶŐƐƚŚĂƚLJŽƵĂƌĞƉĂƐƐŝŽŶĂƚĞĂďŽƵƚ͘dŚŝŶŬďĂĐŬƚŽƚŚĞĐŽƌĞǀĂůƵĞƐLJŽƵŝĚĞŶƟĮĞĚŝŶŚĂƉƚĞƌϭ͘
ƌĞLJŽƵƌĐŽƌĞǀĂůƵĞƐĂŶĚƚŚĞƚŚŝŶŐƐLJŽƵůŝŬĞƚŽĚŽĐŽŶƐŝƐƚĞŶƚǁŝƚŚĞĂĐŚŽƚŚĞƌ͍

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ǀĞƌLJŐŽŽĚĞŶƚƌĞƉƌĞŶĞƵƌ
_______________________________________ ǁŝůůŚĂǀĞƚŽƌĞǀŝƐĞƚŚĞŝƌƉůĂŶƐ
ŽǀĞƌĂŶĚŽǀĞƌĂŐĂŝŶĂƐƚŚĞLJ
_______________________________________ ŐĂŝŶŶĞǁŝŶƐŝŐŚƚƐ͘ZĞŵĞŵďĞƌƚŽ
ůĞĂǀĞƐŽŵĞƐƉĂĐĞƚŽĐŽŵĞďĂĐŬ͕
_______________________________________ ƌĞǀŝƐŝƚLJŽƵƌƌĞŇĞĐƟŽŶ͕ĂŶĚĂĚĚ
ŵŽƌĞƚŚŽƵŐŚƚƐĂƐŶĞĞĚĞĚ͘
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&ŝŶĚŝŶŐDLJWĂƐƐŝŽŶ | T hinking | 41
>> Building My
Network

/ĚĞŶƟĨLJŝŶŐDLJEĞƚǁŽƌŬ

4
hƐŝŶŐDLJEĞƚǁŽƌŬ
dĂůŬŝŶŐƚŽDLJEĞƚǁŽƌŬ
/ƚŝƐŝŵƉŽƌƚĂŶƚƚŽůĞĂƌŶŚŽǁƚŽŝĚĞŶƟĨLJĂŶĞƚǁŽƌŬŽĨƉĞŽƉůĞĂŶĚƌĞƐŽƵƌĐĞƐǁŚŽĐĂŶŚĞůƉLJŽƵ
ƉƵƌƐƵĞŽƉƉŽƌƚƵŶŝƟĞƐĂŶĚĮŶĚLJŽƵƌƉĂƐƐŝŽŶ͘zŽƵĐĂŶůĞĂƌŶƚŽĐƌĞĂƚĞƚŚĂƚŶĞƚǁŽƌŬƚŚƌŽƵŐŚ
ƚŚĞŵĂŶLJŝŶƚĞƌĂĐƟŽŶƐLJŽƵŚĂǀĞŽŶĂĚĂŝůLJďĂƐŝƐ͘

/ŵƉŽƌƚĂŶƚtŽƌĚƐƚŽ<ŶŽǁ

Networking Tree:ĚŝĂŐƌĂŵƚŚĂƚ
ĚŝƐƉůĂLJƐƚŚĞƌĞůĂƟŽŶƐŚŝƉƐŽĨƉĞŽƉůĞ
ĐŽŶŶĞĐƚĞĚƚŽLJŽƵ͘
Personal Pitch:ǁĂLJƚŽĐŽŶĐŝƐĞůLJ
ĞdžƉůĂŝŶǁŚŽLJŽƵĂƌĞĂŶĚǁŚĂƚLJŽƵ
ǀĂůƵĞƚŽƐŽŵĞŽŶĞĞůƐĞ͘
Lesson 4.1: /ĚĞŶƟĨLJŝŶŐDLJEĞƚǁŽƌŬ
/ŶƚŚĞďƵƐŝŶĞƐƐǁŽƌůĚ͕ǁĞŽŌĞŶƌĞůLJŽŶĂƚĞĂŵŽĨƉĞŽƉůĞƚŽǁŽƌŬǁŝƚŚƵƐ͘tŚĞƚŚĞƌŝƚŝƐƚŽƐƵƉƉůLJƌĂǁ
ŵĂƚĞƌŝĂůƐĨŽƌŽƵƌƉƌŽĚƵĐƚƐ͕ǁŽƌŬŝŶŽƵƌďƵƐŝŶĞƐƐĞƐ͕ƉƵƌĐŚĂƐĞŽƵƌŐŽŽĚƐ͕ŽƌƐŝŵƉůLJŽīĞƌŝŶĚƵƐƚƌLJĂĚǀŝĐĞ
ͲǁĞŶĞĞĚŽƚŚĞƌƉĞŽƉůĞƚŽƉĂƌƟĐŝƉĂƚĞŝŶŽƵƌďƵƐŝŶĞƐƐƚŽďĞƐƵĐĐĞƐƐĨƵů͘LJĐƌĞĂƟŶŐĂ͞EĞƚǁŽƌŬŝŶŐdƌĞĞ͟
LJŽƵĐĂŶƐĞĞƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨƚƌƵůLJƵŶĚĞƌƐƚĂŶĚŝŶŐŚŽǁƚŽŝĚĞŶƟĨLJ͞ǁŚŽŵ͟LJŽƵŬŶŽǁ͕ĂŶĚŚŽǁƚŚĞLJ
ĐĂŶŚĞůƉLJŽƵ͘

zŽƵƌŶĞƚǁŽƌŬĞŶĂďůĞƐLJŽƵƚŽŝĚĞŶƟĨLJƚŚŽƐĞƉĞŽƉůĞLJŽƵǁŽƵůĚŐŽƚŽĮƌƐƚǁŝƚŚĂŶŝĚĞĂ͕ƚŽƐĞĞŬƐƵƉƉŽƌƚ͕
ŽƌĨŽƌũƵƐƚĂďŽƵƚĂŶLJĂĚǀŝĐĞŽƌŚĞůƉ͘ZĞŵĞŵďĞƌƚŚĂƚLJŽƵƌŶĞƚǁŽƌŬǁŝůůƉƌŽďĂďůLJĐŚĂŶŐĞŽǀĞƌƟŵĞ͘/ƚǁŝůů
ŚŽƉĞĨƵůůLJŐƌŽǁĂŶĚLJŽƵǁŝůůŚĂǀĞĞǀĞŶŵŽƌĞƉĞŽƉůĞƚŽŚĞůƉĂŶĚƐƵƉƉŽƌƚLJŽƵ͘

zŽƵĂƌĞŝŶƚŚĞĐĞŶƚĞƌŽĨƚŚĞŶĞƚǁŽƌŬ͘tƌŝƚĞƚŚĞŶĂŵĞƐŽĨƚŚĞƉĞŽƉůĞƚŚĂƚLJŽƵŬŶŽǁǁĞůůĂƌŽƵŶĚLJŽƵ͘
dŚĞŶĂĚĚĂƌƌŽǁƐĂŶĚŶĂŵĞƐŽĨƉĞŽƉůĞǁŚŽƚŚĞƐĞƉĞŽƉůĞŬŶŽǁ͕ŽƌǁŚĂƚŝŶĚƵƐƚƌLJƚŚĞLJŵĂLJŬŶŽǁĂďŽƵƚ͘

MR. HOWA
business owner in
nearby city

SUPPLIERS
of his store
MARIE’S
PARENT
GRACE manager at the bank
starting the
business with
Samuel MANY
STUDENTS
also learning about
business
MARIE
^ĂŵƵĞů͛ƐŶĞƚǁŽƌŬƚƌĞĞŝƐ
a student starting a ƐƉĞĐŝĮĐƚŽĂŶŝĚĞĂĂďŽƵƚ
business ĐŽŵƉƵƚĞƌƐ͘/ĨŚĞƚĂƌŐĞƚĞĚ
ƚŚŝƐƚŽĂŶŽƚŚĞƌŝĚĞĂŚĞǁŽƵůĚ
ƉƌŽďĂďůLJŝŶĐůƵĚĞĚŝīĞƌĞŶƚ
ƉĞŽƉůĞĂŶĚƚŚĞŝƌĂĸůŝĂƟŽŶƐ͘

SAMUEL

MR. SMITH
owns a general store

MRS. JONES
school teacher and
well known in the
FRIEND
community
owns a small MANY PARENTS
business of students

TEACHERS
at the school where
she works

ƵŝůĚŝŶŐDLJEĞƚǁŽƌŬ| T hinking | 45
Exercise 4.1: My Network Tree
hƐĞƚŚĞƐƉĂĐĞďĞůŽǁƚŽĚƌĂǁLJŽƵƌŽǁŶ͞EĞƚǁŽƌŬŝŶŐdƌĞĞ͘͟

/ŶƚŚĞƐƉĂĐĞƉƌŽǀŝĚĞĚďĞůŽǁ͕ǁƌŝƚĞĂŶLJŬĞLJŽďƐĞƌǀĂƟŽŶƐĂŶĚŝŶĨŽƌŵĂƟŽŶƚŚĂƚLJŽƵůĞĂƌŶĞĚĨƌŽŵ
ƚŚŝƐĞdžĞƌĐŝƐĞ͘

<ĞLJŽďƐĞƌǀĂƟŽŶƐ͕ŝŶĨŽƌŵĂƟŽŶ͕ŽƌƚŚŝŶŐƐƚŽƌĞŵĞŵďĞƌ͗

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46 | T hinking | Building My Network


Lesson 4.2: hƐŝŶŐDLJEĞƚǁŽƌŬ
KŶĐĞ LJŽƵ ŬŶŽǁ ǁŚŽ ŝƐ ŝŶ LJŽƵƌ ŶĞƚǁŽƌŬ͕ LJŽƵ ŚĂǀĞ ƚŽ ďĞ ĂďůĞ ƚŽ ƵŶĚĞƌƐƚĂŶĚ ŚŽǁ ƚŚĞLJ ĐĂŶ ŚĞůƉ͊ &Žƌ
ĞdžĂŵƉůĞ͕ŝĨLJŽƵŶĞĞĚĞĚŚĞůƉƵŶĚĞƌƐƚĂŶĚŝŶŐĂŶĞǁůĂŶŐƵĂŐĞ͕LJŽƵǁŽƵůĚǁĂŶƚƚŽĂƉƉƌŽĂĐŚƐŽŵĞŽŶĞŝŶ
LJŽƵƌŶĞƚǁŽƌŬƚŚĂƚŚĂĚƐŬŝůůƐŝŶƚŚĂƚĂƌĞĂ͘hŶĚĞƌƐƚĂŶĚŝŶŐǁŚŽƚŽĂƉƉƌŽĂĐŚŝƐĂďŝŐƉĂƌƚŽĨƵŶĚĞƌƐƚĂŶĚŝŶŐ
LJŽƵƌŶĞƚǁŽƌŬ͘

ZĞŵĞŵďĞƌ͊zŽƵƐŚŽƵůĚďĞĂĚĚŝŶŐǀĂůƵĞƚŽLJŽƵƌƌĞůĂƟŽŶƐŚŝƉƐ͊zŽƵĚŽŶ͛ƚǁĂŶƚƚŽďĞƵƐŝŶŐLJŽƵƌĨƌŝĞŶĚƐ
ĨŽƌŚŽǁƚŚĞLJĐĂŶŚĞůƉLJŽƵͶLJŽƵǁĂŶƚƚŽŵĂŬĞƐƵƌĞLJŽƵĐĂŶŚĞůƉƚŚĞŵƚŽŽ͊<ĞĞƉƌĞĂĚŝŶŐ>ĞƐƐŽŶϰ͘ϮĨŽƌ
ŵŽƌĞŝŶĨŽƌŵĂƟŽŶ͊

^ĂŵƵĞůĂŶĚ'ƌĂĐĞ͛ƐĨƌŝĞŶĚƐĂƌĞŚŽƉŝŶŐƚŽƐƚĂƌƚĂƚƌĂƐŚƌĞŵŽǀĂůďƵƐŝŶĞƐƐŝŶƚŚĞŝƌĐŽŵŵƵŶŝƚLJ͘/ŶŽƌĚĞƌƚŽ
ĮŐƵƌĞŽƵƚǁŚŽƚŚĞLJĐŽƵůĚƚĂůŬƚŽ͕ƚŚĞLJŵĂĚĞĂůŝƐƚŽĨĨƌŝĞŶĚƐŝŶŶĞƚǁŽƌŬĂŶĚĂůŝƐƚŽĨƚŚĞŝƌďƵƐŝŶĞƐƐŶĞĞĚƐ͘
EŽǁƚŚĞLJŶĞĞĚƚŽĮŐƵƌĞŽƵƚǁŚŝĐŚŽĨƚŚĞĨƌŝĞŶĚƐŝŶƚŚĞŝƌŶĞƚǁŽƌŬǁŝůůďĞŵŽƐƚŚĞůƉĨƵůǁŝƚŚĞĂĐŚŶĞĞĚ͘

Friends in Network Business Needs


a. Marie, a friend also starting a a. Gaining an understanding of the
business using the From Ideas to market for trash pick up
Action Guide Book

b. John, a friend who’s parent has b. Help understanding a chapter of


experience in the trash removal From Ideas to Action
industry

c. Mr. Smith, a local business owner c. Finding customers

d. Mrs. Jones, a friend of Sam’s d. Gaining an understanding of the


mother’s who has many friends regulations around trash disposal
around the municipality

tŚĞŶƚŚŝŶŬŝŶŐĂďŽƵƚǁŚŽƚŽƚĂůŬƚŽ͕ŝƚŝƐĂůƐŽŝŵƉŽƌƚĂŶƚƚŽƚŚŝŶŬĂďŽƵƚǁŚĂƚLJŽƵĐĂŶŽīĞƌƚŚĂƚƉĞƌƐŽŶ
ŝŶĞdžĐŚĂŶŐĞĨŽƌƚŚĞŝƌŚĞůƉ͘DĂƌŝĞǁŽƵůĚƉƌŽďĂďůLJďĞƚŚĞďĞƐƚƉĞƌƐŽŶƚŽƚĂůŬƚŽĂďŽƵƚƵŶĚĞƌƐƚĂŶĚŝŶŐƚŚĞ
ĐŚĂƉƚĞƌŽĨ&ƌŽŵ/ĚĞĂƐƚŽĐƟŽŶ͘/ŶĞdžĐŚĂŶŐĞ͕ƚŚĞLJĐŽƵůĚŽīĞƌŚĞƌŚĞůƉǁŝƚŚůĞĂƌŶŝŶŐŚŽǁƚŽ/ŶĞdžĐŚĂŶŐĞ
ĨŽƌŚĞƌŚĞůƉ͕^Ăŵ͛ƐĨƌŝĞŶĚĐŽƵůĚŽīĞƌƚŽŚĞůƉŚĞƌǁŝƚŚĂƐƵďũĞĐƚƚŚĂƚƐŚĞĚŽĞƐŶ͛ƚƵŶĚĞƌƐƚĂŶĚĂƐǁĞůů͘:ŽŚŶ
ůŝŬĞůLJ ŚĂƐ ƚŚĞ ďĞƐƚ ƵŶĚĞƌƐƚĂŶĚŝŶŐ ŽĨ ƚŚĞ ƌĞŐƵůĂƟŽŶƐ ĂƌŽƵŶĚ ƚƌĂƐŚ ĚŝƐƉŽƐĂů ďĞĐĂƵƐĞ ŽĨ ŚŝƐ ĞdžƉĞƌŝĞŶĐĞ
ŝŶƚŚĞƚƌĂƐŚƌĞŵŽǀĂůŝŶĚƵƐƚƌLJ͘Dƌ͘^ŵŝƚŚŵŝŐŚƚďĞĂďůĞƚŽŚĞůƉŝŶŐĂŝŶŝŶŐĂŶƵŶĚĞƌƐƚĂŶĚŝŶŐƚŚĞŵĂƌŬĞƚ
ĨŽƌƚƌĂƐŚƉŝĐŬƵƉƐŝŶĐĞŚĞŝƐĂůŽĐĂůďƵƐŝŶĞƐƐŽǁŶĞƌ͘/ŶĞdžĐŚĂŶŐĞĨŽƌŚŝƐŝŶƐŝŐŚƚ͕ƚŚĞƚĞĂŵĐŽƵůĚĂŐƌĞĞƚŽ
ďƵLJƚŚĞŝƌƐƵƉƉůŝĞƐĨŽƌŵŚŝƐŐĞŶĞƌĂůƐƚŽƌĞ͘DƌƐ͘:ŽŶĞƐŵĂLJďĞĂďůĞƚŽŚĞůƉŝŶĮŶĚŝŶŐĐƵƐƚŽŵĞƌƐƐŝŶĐĞƐŚĞ
ŬŶŽǁƐŵĂŶLJƉĞŽƉůĞƚŚƌŽƵŐŚŚĞƌũŽďƚĞĂĐŚŝŶŐĂƚƚŚĞƐĐŚŽŽů͘/ŶĞdžĐŚĂŶŐĞ͕ƚŚĞƚĞĂŵĐŽƵůĚƉƌŽŵŝƐĞƚŽŐŝǀĞ
ŚĞƌĂĚŝƐĐŽƵŶƚĨŽƌƚŚĞŝƌƚƌĂƐŚƌĞŵŽǀĂůƐĞƌǀŝĐĞƐ͘

Lesson 4.3: Talking to My Network


ƚƚŚĞĞŶĚŽĨƚŚŝƐƐĞĐƟŽŶ͕LJŽƵǁŝůůďĞďĞƩĞƌĞƋƵŝƉƉĞĚƚŽƚĂůŬĂďŽƵƚLJŽƵƌƐŬŝůůƐ͕ŝĚĞĂƐ͕ĂŶĚLJŽƵƌƉĂƐƐŝŽŶƐ͘
dŚŝƐ ǁŝůů ďĞ ĞdžƚƌĞŵĞůLJ ŚĞůƉĨƵů ŝŶ ƌĞůĂƟŽŶƐŚŝƉ ďƵŝůĚŝŶŐ͕ ďŽƚŚ ďƵƐŝŶĞƐƐ ĂŶĚ ƉĞƌƐŽŶĂů͘ dŽ ĮŶĞ ƚƵŶĞ ƚŚŝƐ
ƐŬŝůů͕LJŽƵĐĂŶĚĞǀĞůŽƉǁŚĂƚŝƐĐĂůůĞĚĂƉĞƌƐŽŶĂůƉŝƚĐŚ͘dŚŝƐŝƐĂƉƌĂĐƟĐĞĚƐƉĞĞĐŚĂďŽƵƚLJŽƵƌƐĞůĨƚŚĂƚŝƐŶŽ
ůŽŶŐĞƌƚŚĂŶƚŚƌĞĞŵŝŶƵƚĞƐĂŶĚƚŚĂƚŝŶĐůƵĚĞƐLJŽƵƌŶĂŵĞ͕ǁŚĂƚLJŽƵĂƌĞĚŽŝŶŐ͕ĂŶĚǁŚĂƚLJŽƵǁŽƵůĚůŝŬĞ
ƚŽĚŽŝŶƌĞůĂƟŽŶƐŚŝƉƚŽLJŽƵƌƐŬŝůůƐ͕ƉĂƐƐŝŽŶƐ͕ĂŶĚĐŽƌĞǀĂůƵĞƐ͘&ŽƌĞdžĂŵƉůĞ͕ŝĨLJŽƵĂĐĐŝĚĞŶƚůLJĞŶĚƵƉŝŶĂ
ƚĂdžŝǁŝƚŚĂƉĞƌƐŽŶǁŚŽŽǁŶƐĂďƵƐŝŶĞƐƐƚŚĂƚLJŽƵǁŽƵůĚůŝŬĞƚŽǁŽƌŬĨŽƌ͕ŚĂǀŝŶŐĂƉƌĂĐƟĐĞĚƐƉĞĞĐŚƐƵĐŚ
ĂƐƚŚŝƐǁŝůůŐŝǀĞLJŽƵĂŶĂĚǀĂŶƚĂŐĞŝŶƚŚĞĐŽŶǀĞƌƐĂƟŽŶ͘

ƵŝůĚŝŶŐDLJEĞƚǁŽƌŬ| T hinking | 47
Exercise 4.2: Your Personal Pitch
hƐĞ ƚŚŝƐ ƐƉĂĐĞ ƚŽ ǁƌŝƚĞ ĂŶ ŽƵƚůŝŶĞ ĨŽƌ LJŽƵƌ ƚŚƌĞĞ ŵŝŶƵƚĞ ƉĞƌƐŽŶĂů ƉŝƚĐŚ͘ dŚŝƐ ŽƵƚůŝŶĞ ƐŚŽƵůĚ
ŝĚĞŶƟĨLJƚŚŽƐĞƉŽŝŶƚƐĂďŽƵƚLJŽƵƌƐĞůĨƚŚĂƚLJŽƵƚŚŝŶŬǁŽƵůĚďĞŝŵƉŽƌƚĂŶƚĨŽƌƐŽŵĞŽŶĞũƵƐƚŵĞĞƟŶŐ
LJŽƵƚŽŬŶŽǁ͘ZĞŵĞŵďĞƌ͕ƚŚŝƐƐŚŽƵůĚŝŶĐůƵĚĞƐŽŵĞďĂĐŬŐƌŽƵŶĚŽŶǁŚŽLJŽƵĂƌĞ͕ǁŚĂƚLJŽƵ͛ƌĞŐŽŽĚ
Ăƚ͕ĂŶĚǁŚĂƚLJŽƵĂƌĞƉĂƐƐŝŽŶĂƚĞĂďŽƵƚ͘ZĞĮŶĞŝƚďLJƉƌĂĐƟĐŝŶŐŝƚďLJLJŽƵƌƐĞůĨĂŶĚǁŝƚŚĨƌŝĞŶĚƐĂŶĚ
ĨĂŵŝůLJ͕ĂŶĚŵĂŬĞĐŚĂŶŐĞƐĂƐLJŽƵƌƐŬŝůůƐĂŶĚƉĂƐƐŝŽŶƐĚĞǀĞůŽƉ͘

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DĂŬĞƐƵƌĞLJŽƵƌƉĞƌƐŽŶĂůƉŝƚĐŚ
ŝƐĂůǁĂLJƐƵƉƚŽĚĂƚĞďĞĐĂƵƐĞ _______________________________________
LJŽƵĂƌĞĂůǁĂLJƐůĞĂƌŶŝŶŐŶĞǁ
ƐŬŝůůƐƚŚĂƚLJŽƵǁŝůůǁĂŶƚƚŽ _______________________________________
ƐŚĂƌĞ͊
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48 | T hinking | Building My Network


/ƚŝƐŝŵƉŽƌƚĂŶƚƚŽƉĞƌƐŽŶĂůŝnjĞLJŽƵƌƉŝƚĐŚǁŚĞŶŝŶƚĞƌĂĐƟŶŐǁŝƚŚĚŝīĞƌĞŶƚƉĞŽƉůĞ͘hŶĚĞƌƐƚĂŶĚŝŶŐŚŽǁƚŽ
ĚŽƐŽǁŝůůŚĞůƉLJŽƵƚŽĂĚĂƉƚƚŽŶĞǁƐŝƚƵĂƟŽŶƐĂŶĚŚĞůƉLJŽƵƚŽĞdžƉĂŶĚďŽƚŚLJŽƵƌƐŬŝůůƐŽĨĐŽŵŵƵŶŝĐĂƟŽŶ
ĂŶĚLJŽƵƌŶĞƚǁŽƌŬďLJƌĞůĂƟŶŐƚŽŶĞǁƉĞŽƉůĞ͘

Exercise 4.3: Custom Pitch


ŚŽŽƐĞƚǁŽƉĞŽƉůĞĨƌŽŵLJŽƵƌŶĞƚǁŽƌŬŝŶŐƚƌĞĞŝŶdžĞƌĐŝƐĞϰ͘ϮĂŶĚŵĂŬĞŶŽƚĞƐĂďŽƵƚŚŽǁLJŽƵ
ŵŝŐŚƚ ŶĞĞĚ ƚŽ ĐƵƐƚŽŵŝnjĞ LJŽƵƌ ƉŝƚĐŚ ƚŽ ĞĂĐŚ ŽĨ ƚŚŽƐĞ ƉĞŽƉůĞ ďĂƐĞĚ ŽŶ LJŽƵƌ ŶĞĞĚƐ ĂŶĚ ƚŚĞŝƌ
ĞdžƉĞƌƟƐĞŽƌŚĞůƉ͗

Person #1:

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WĞƌƐŽŶηϮ͗

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ƵŝůĚŝŶŐDLJEĞƚǁŽƌŬ| T hinking | 49
Lesson 4.4: Expanding My Network
zŽƵŵĂLJŚĂǀĞƐŽŵĞŝĚĞĂƐĨŽƌĂďƵƐŝŶĞƐƐLJŽƵǁĂŶƚƚŽƐƚĂƌƚďƵƚLJŽƵŵĂLJĨĞĞůLJŽƵůĂĐŬĐĞƌƚĂŝŶŬŶŽǁůĞĚŐĞ
ƚŽ ŵŽǀĞ LJŽƵƌ ŝĚĞĂ ƚŽ ƚŚĞ ŶĞdžƚ ƐƚĞƉ͘ dŚĞƌĞ ĂƌĞ ƉĞŽƉůĞ ŽƵƚ ƚŚĞƌĞ ǁŚŽ ŵĂLJ ŚĂǀĞ ƚŚĞ ŬŶŽǁůĞĚŐĞ LJŽƵ
ŶĞĞĚƐƵĐŚĂƐůĂǁLJĞƌƐ͕ĂĐĐŽƵŶƚĂŶƚƐ͕ĂŶĚĞŶŐŝŶĞĞƌƐ͘zŽƵŵĂLJŶŽƚƉĞƌƐŽŶĂůůLJŬŶŽǁƐŽŵĞŽŶĞǁŝƚŚƚŚĞƐĞ
ďĂĐŬŐƌŽƵŶĚƐďƵƚLJŽƵŵĂLJŬŶŽǁƐŽŵĞŽŶĞǁŚŽĐĂŶĐŽŶŶĞĐƚLJŽƵǁŝƚŚƚŚĞŵ͘dŚŝƐůĞƐƐŽŶǁŝůůŚĞůƉĐŽŶŶĞĐƚ
LJŽƵǁŝƚŚƚŚŽƐĞƉĞŽƉůĞ͊

Exercise 4.4: Connectors


ŚĂŶĐĞƐĂƌĞLJŽƵŬŶŽǁƐŽŵĞŽŶĞǁŚŽŬŶŽǁƐƐŽŵĞŽŶĞLJŽƵǁŽƵůĚůŝŬĞƚŽŬŶŽǁ͘hƐĞƚŚĞƐƉĂĐĞ
ďĞůŽǁůŝƐƚLJŽƵƌĐŽŶŶĞĐƚŽƌƐĂŶĚƚŚĞƉĞŽƉůĞƚŚĞLJĐĂŶĐŽŶŶĞĐƚLJŽƵǁŝƚŚ͘

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EŽǁƚŚĂƚLJŽƵŚĂǀĞLJŽƵƌůŝƐƚŽĨǁŚŽLJŽƵǁŽƵůĚůŝŬĞƚŽŬŶŽǁ͕ƚŚŝŶŬŽĨǁŚLJƚŚĞƉĞƌƐŽŶLJŽƵǁĂŶƚƚŽ
ďĞĐŽŶŶĞĐƚĞĚǁŝƚŚǁŝůůǁĂŶƚƚŽŚĞůƉLJŽƵ͘ŚĂŶĐĞƐĂƌĞƚŚĞLJǁŽŶ͛ƚŚĞůƉĨŽƌĨƌĞĞ͘zŽƵŵĂLJŶĞĞĚƚŽ
ŽīĞƌƐŽŵĞƚŚŝŶŐĨŽƌƚŚĞŝƌŚĞůƉ͘ƌĂŝŶƐƚŽƌŵƐŽŵĞŝĚĞĂƐƚŽŚĂǀĞƚŚĞƉĞƌƐŽŶďĞŵŽƌĞŝŶǀĞƐƚĞĚŝŶ
LJŽƵƌŝĚĞĂ͘DĂLJďĞLJŽƵĐĂŶŽīĞƌƚŚĞŵĂĚŝƐĐŽƵŶƚŽĨLJŽƵƌĨƵƚƵƌĞƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͍

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50 | T hinking | Building My Network


Lesson 4.5: Your Personal Brand
ǀĞƌLJƚŚŝŶŐ LJŽƵ ĚŽ ĂŶĚ ƐĂLJ ĞīĞĐƚƐ LJŽƵƌ ƉĞƌƐŽŶĂů ďƌĂŶĚ͘ zŽƵƌ ƉĞƌƐŽŶĂů ďƌĂŶĚ ŝƐ ŚŽǁ ŽƚŚĞƌƐ ǀŝĞǁ ĂŶĚ
ƚŚŝŶŬĂďŽƵƚLJŽƵ͘zŽƵǁĂŶƚƚŽŵĂŬĞƐƵƌĞƚŚĂƚLJŽƵƌĂĐƟŽŶƐůŝŶĞƵƉǁŝƚŚLJŽƵƌǀĂůƵĞƐĂŶĚƐĞŶĚĂƉŽƐŝƟǀĞ
ŵĞƐƐĂŐĞƚŽŽƚŚĞƌƐ͘

Ž LJŽƵ ƵƐĞ &ĂĐĞŬ Žƌ dǁŝƩĞƌ͍ dŚĞƐĞ ĂƌĞ ŐƌĞĂƚ ĂƉƉůŝĐĂƟŽŶƐ ƚŽ ŚĞůƉ ƉƌŽŵŽƚĞ LJŽƵƌ ƉĞƌƐŽŶĂů ďƌĂŶĚ
ƚŽ LJŽƵƌ ŶĞƚǁŽƌŬ ĂŶĚ ƚŚĞ ǁŽƌůĚ͘ /ƚ ŝƐ ĂůƐŽ ǀĞƌLJ ĞĂƐLJ ƚŽ ƉƌŽŵŽƚĞ LJŽƵƌ ďƌĂŶĚ ŶĞŐĂƟǀĞůLJ ƚŚƌŽƵŐŚ ƚŚĞƐĞ
ĂƉƉůŝĐĂƟŽŶƐ͘/ƚŝƐŝŵƉŽƌƚĂŶƚƚŽƌĞŵĞŵďĞƌƚŚĂƚĂŶLJƚŚŝŶŐLJŽƵƉŽƐƚŽŶƚŚĞŝŶƚĞƌŶĞƚĐĂŶďĞƐĞĞŶďLJĂŶLJŽŶĞ
ƵƐŝŶŐĂĐŽŵƉƵƚĞƌ͊

dŚƌŽƵŐŚƚŚŝƐĞdžĞƌĐŝƐĞLJŽƵǁŝůůĚĞǀĞůŽƉĂŶĂĐƟŽŶƉůĂŶƚŽďƵŝůĚLJŽƵƌƉĞƌƐŽŶĂůďƌĂŶĚŝŶƉĞƌƐŽŶĂŶĚƚŚƌŽƵŐŚ
ƐŽĐŝĂůŵĞĚŝĂ͘

Exercise 4.5: Your Personal Brand


/ŵĂŐŝŶĞLJŽƵũƵƐƚŵĞƚƐŽŵĞŽŶĞŶĞǁ͘tŚĞŶLJŽƵƌĐŽŶǀĞƌƐĂƟŽŶŝƐŽǀĞƌ͕ǁŚĂƚĚŽLJŽƵŚŽƉĞƚŚĞŽƚŚĞƌ
ƉĞƌƐŽŶǁŝůůƚŚŝŶŬĂďŽƵƚLJŽƵ͍tŝůůƚŚĞLJƚŚŝŶŬLJŽƵĂƌĞƉĂƐƐŝŽŶĂƚĞ͍&ƵŶŶLJ͍<ŝŶĚ͍ZĞŵĞŵďĞƌLJŽƵ
ǁĂŶƚƚŽƐŚŽǁLJŽƵƌǀĂůƵĞƐ͊

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tƌŝƚĞĂƉĂƌĂŐƌĂƉŚŽŶǁŚĂƚĂĐƟŽŶƐLJŽƵƐŚŽƵůĚƐƚĂƌƚƚĂŬŝŶŐƚŽƉƌŽŵŽƚĞƚŚĞƉĞƌƐŽŶĂůďƌĂŶĚĂďŽǀĞ͘
EŽǁƵƐĞƚŚŝƐƉůĂŶƚŽƉƌŽŵŽƚĞLJŽƵƌƉĞƌƐŽŶĂůďƌĂŶĚ͊

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ƵŝůĚŝŶŐDLJEĞƚǁŽƌŬ| T hinking | 51
Exercise 4.6: Social Media
dŚŝŶŬŽĨƚŚĞůĂƐƚĨĞǁƚŚŝŶŐƐLJŽƵƉŽƐƚĞĚƵƐŝŶŐƐŽĐŝĂůŵĞĚŝĂ͘/ĨĂƐƚƌĂŶŐĞƌƌĞĂĚƚŚŽƐĞƉŽƐƚƐ͕ǁŚĂƚ
ǁŽƵůĚƚŚĞLJƚŚŝŶŬĂďŽƵƚLJŽƵ͍

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tŚĂƚƚLJƉĞŽĨƉŽƐƚƐǁŝůůĞīĞĐƚLJŽƵƌƉĞƌƐŽŶĂůďƌĂŶĚŝŶĂƉŽƐŝƟǀĞǁĂLJͲͲĚĞǀĞůŽƉƐŽŵĞŐƵŝĚĞůŝŶĞƐƚŽ
ŵĂŬĞƐƵƌĞĞǀĞƌLJƚŚŝŶŐLJŽƵƉŽƐƚŽŶůŝŶĞƉƌŽŵŽƚĞƐLJŽƵŝŶĂƉŽƐŝƟǀĞǁĂLJ͘

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52 | T hinking | Building My Network


ZĞŇĞĐƟŽŶ͗ My Network
ĞůŽǁ͕ƐƵŵŵĂƌŝnjĞƐŽŵĞŽĨƚŚĞƌĞůĂƟŽŶƐŚŝƉƐĂŶĚƌĞƐŽƵƌĐĞƐĂǀĂŝůĂďůĞƚŽLJŽƵƚŚĂƚŵĂLJŚĞůƉLJŽƵŝŶ
ĚĞǀĞůŽƉŝŶŐĂďƵƐŝŶĞƐƐ͘hƐĞƚŚŝƐƐƉĂĐĞƚŽůŝƐƚƐŽŵĞŽĨƚŚĞƚŚŝŶŐƐLJŽƵŚĂǀĞůĞĂƌŶĞĚĂďŽƵƚďƵŝůĚŝŶŐ
ŶĞƚǁŽƌŬƐ ĂŶĚ ƚŚĞŝƌ ŝŵƉŽƌƚĂŶĐĞ͘ ŝƐĐƵƐƐ ƐŽŵĞ ŽĨ ƚŚĞ ǁĂLJƐ LJŽƵƌ ŶĞƚǁŽƌŬ ĐĂŶ ŚĞůƉ LJŽƵ ďƵŝůĚ Ă
ďĞƩĞƌďƵƐŝŶĞƐƐ͘

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ǀĞƌLJŐŽŽĚĞŶƚƌĞƉƌĞŶĞƵƌ
_______________________________________ ǁŝůůŚĂǀĞƚŽƌĞǀŝƐĞƚŚĞŝƌƉůĂŶƐ
ŽǀĞƌĂŶĚŽǀĞƌĂŐĂŝŶĂƐƚŚĞLJ
_______________________________________ ŐĂŝŶŶĞǁŝŶƐŝŐŚƚƐ͘ZĞŵĞŵďĞƌƚŽ
ůĞĂǀĞƐŽŵĞƐƉĂĐĞƚŽĐŽŵĞďĂĐŬ͕
_______________________________________ ƌĞǀŝƐŝƚLJŽƵƌƌĞŇĞĐƟŽŶ͕ĂŶĚĂĚĚ
ŵŽƌĞƚŚŽƵŐŚƚƐĂƐŶĞĞĚĞĚ͘
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ƵŝůĚŝŶŐDLJEĞƚǁŽƌŬ| T hinking | 53
>> Knowing My
Community

tŚĂƚĚŽ/ŬŶŽǁ͍

5
tŚĂƚĚŽŶ͛ƚ/ŬŶŽǁ͍
ŽŵƉůĞƟŶŐƚŚĞWŝĐƚƵƌĞ
/ŶƚŚŝƐůĞƐƐŽŶ͕ǁĞǁŝůůĐŽŶƐŝĚĞƌǁŚĂƚLJŽƵŬŶŽǁĂďŽƵƚƚŚĞƉĞŽƉůĞ͕ŶĞĞĚƐĂŶĚǁĂŶƚƐŽĨLJŽƵƌ
ĐŽŵŵƵŶŝƚLJƚŽŚĞůƉLJŽƵŝĚĞŶƟĨLJƉŽƚĞŶƟĂůďƵƐŝŶĞƐƐŽƉƉŽƌƚƵŶŝƟĞƐ͘

/ŵƉŽƌƚĂŶƚtŽƌĚƐƚŽ<ŶŽǁ

Community:ƐŽĐŝĂůŐƌŽƵƉŽĨĂŶLJ
ƐŝnjĞǁŚŽƐĞŵĞŵďĞƌƐƌĞƐŝĚĞŝŶĂ
ƐƉĞĐŝĮĐůŽĐĂůŝƚLJ͘
Area of Opportunity:ŐŽŽĚ
ƉŽƐŝƟŽŶ͕ĐŚĂŶĐĞ͕ŽƌƉƌŽƐƉĞĐƚ͕ĂƐĨŽƌ
ĂĚǀĂŶĐĞŵĞŶƚŽƌƐƵĐĐĞƐƐ͘
Community Needs:^ŽŵĞƚŚŝŶŐƚŚĂƚ
ŝƐŶĞĐĞƐƐĂƌLJƚŽŝŵƉƌŽǀĞƚŚĞƋƵĂůŝƚLJ
ŽĨůŝĨĞŝŶƚŚĞĐŽŵŵƵŶŝƚLJ͘
ƐƐƵŵƉƟŽŶ͗^ŽŵĞƚŚŝŶŐLJŽƵƚŚŝŶŬ
ƚŽďĞƚƌƵĞǁŚŝĐŚŵĂLJŽƌŵĂLJŶŽƚ
ďĞƚƌƵĞ
Lesson 5.1: Knowing My Community
<ŶŽǁŝŶŐLJŽƵƌĐŽŵŵƵŶŝƚLJŝƐĂďŽƵƚƵŶĚĞƌƐƚĂŶĚŝŶŐŚŽǁLJŽƵƌǀĂůƵĞƐ͕ƉĂƐƐŝŽŶƐ͕ĂŶĚƐŬŝůůƐŵĂƚĐŚǁŝƚŚƚŚĞ
ŶĞĞĚƐŽƌǁĂŶƚƐŽĨLJŽƵƌĐŽŵŵƵŶŝƚLJ͘WƌĞǀŝŽƵƐĐŚĂƉƚĞƌƐŝŶƚŚŝƐŬ͕ŚĞůƉĞĚLJŽƵƚŽŬŶŽǁLJŽƵƌǀĂůƵĞƐ͕
ƉĂƐƐŝŽŶƐ͕ĂŶĚƐŬŝůůƐ͘<ŶŽǁŝŶŐLJŽƵƌƐĞůĨƌĞƋƵŝƌĞƐŬŶŽǁŝŶŐǁŚŽLJŽƵĂƌĞ͕ǁŚĂƚLJŽƵĐĂƌĞĂďŽƵƚ͕ĂŶĚǁŚĂƚ
LJŽƵŚĂǀĞĂĐĐĞƐƐƚŽ͘EŽǁŝƚŝƐƟŵĞƚŽĚŽƚŚĞƐĂŵĞǁŝƚŚLJŽƵƌĐŽŵŵƵŶŝƚLJ͘dŚĞĮƌƐƚƐƚĞƉŝƐůŝƐƚĞŶŝŶŐ͘ǀĞŶ
ƚŚŽƵŐŚLJŽƵŵĂLJŚĂǀĞůŝǀĞĚŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJĨŽƌĂůŽŶŐƟŵĞ͕LJŽƵŵĂLJďĞƐƵƌƉƌŝƐĞĚďLJƚŚĞŶĞǁƚŚŝŶŐƐ
LJŽƵǁŝůůůĞĂƌŶǁŚĞŶLJŽƵůŝƐƚĞŶĐůŽƐĞůLJƚŽƚŚŽƐĞĂƌŽƵŶĚLJŽƵ͘dŚŝƐĐŚĂƉƚĞƌǁŝůůĐŚĂůůĞŶŐĞLJŽƵƚŽƌĞĂůůLJůŝƐƚĞŶ
ĂŶĚĞŶŐĂŐĞǁŝƚŚĚŝīĞƌĞŶƚƉĞŽƉůĞŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJŝŶŽƌĚĞƌƚŽŝĚĞŶƟĨLJĂŶĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJǁŚĞƌĞ
LJŽƵĐŽƵůĚŚĂǀĞĂƉŽƐŝƟǀĞŝŵƉĂĐƚŽŶLJŽƵƌĐŽŵŵƵŶŝƚLJ͘

tŚŽŝƐLJŽƵƌĐŽŵŵƵŶŝƚLJ͍ƚĮƌƐƚŐůĂĐĞ͕LJŽƵŵŝŐŚƚƚŚŝŶŬŝƚŝƐLJŽƵƌ
ĞŶƟƌĞŝŵŵĞĚŝĂƚĞůŝǀŝŶŐĐŽŵŵƵŶŝƚLJ͘ƵƚůŽŽŬŝŶŐĨƵƌƚŚĞƌ͕LJŽƵŵĂLJ
ƌĞĂůŝnjĞ ƚŚĂƚ ƚŚĞƌĞ ĂƌĞ ŵĂŶLJ ĚŝīĞƌĞŶƚ ƐŵĂůůĞƌ ĐŽŵŵƵŶŝƟĞƐ ŽĨ
Dance ǁŚŝĐŚLJŽƵĂƌĞĂŵĞŵďĞƌͲͲĨŽƌĞdžĂŵƉůĞ͕LJŽƵƌƐĐŚŽŽůĐŽŵŵƵŶŝƚLJ͕
Football
Club LJŽƵƌ ĐŚƵƌĐŚ ĐŽŵŵƵŶŝƚLJ͕ LJŽƵƌ ƐŽĐĐĞƌ ĐŽŵŵƵŶŝƚLJ͕ ĐŽŵŵƵŶŝƚLJ
ŽĨ ǁŽŵĞŶ Žƌ ĐŽŵŵƵŶŝƚLJ ŽĨ ŵĞŶ͕ Žƌ LJŽƵƌ ŵƵƐŝĐŝĂŶ Žƌ ĚĂŶĐĞ
ĐŽŵŵƵŶŝƚLJ͘
Church
School tŚĂƚĚŽĞƐŝƚŵĞĂŶƚŽŬŶŽǁĂĐŽŵŵƵŶŝƚLJ͍<ŶŽǁŝŶŐĂĐŽŵŵƵŶŝƚLJ
ŵĞĂŶƐƵŶĚĞƌƐƚĂŶĚŝŶŐƚŚĞŝƌŶĞĞĚƐ͘ŶĞĞĚŝƐĂůĂĐŬŽĨƐŽŵĞƚŚŝŶŐ͘
ŽŵŵŽŶĐŽŵŵƵŶŝƚLJŶĞĞĚƐŵŝŐŚƚďĞĂůĂĐŬŽĨĞĚƵĐĂƟŽŶ͕ĨŽŽĚ͕
ŚŽƵƐŝŶŐ͕ ĞŶƚƌĞƉƌĞŶĞƵƌŝĂů ƐƉŝƌŝƚ͕ ƚƌĂŶƐƉŽƌƚĂƟŽŶ͕ ĐŽŵŵƵŶŝĐĂƟŽŶ͕
Your Community ŚĞĂůƚŚĐĂƌĞ͕ĐůŽƚŚŝŶŐ͕ƐĞŶƐĞŽĨĐŽŵŵƵŶŝƚLJ͕ƐĂŶŝƚĂƟŽŶ͕ĞŶĞƌŐLJ͕Žƌ
ƵŶĞŵƉůŽLJŵĞŶƚ ĂŶĚ ƵŶĚĞƌĞŵƉůŽLJŵĞŶƚ͘ <ŶŽǁŝŶŐ Ă ĐŽŵŵƵŶŝƚLJ
ĂůƐŽ ŵĞĂŶƐ ƵŶĚĞƌƐƚĂŶĚŝŶŐ ŬĞLJ ĐŚĂƌĂĐƚĞƌŝƐƟĐƐ ƐƵĐŚ ĂƐ ůŽĐĂƟŽŶ͕

,ŽǁĚŽĞƐŬŶŽǁŝŶŐLJŽƵƌĐŽŵŵƵŶŝƚLJĐƌĞĂƚĞĂŶ
ĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJ͍KƉƉŽƌƚƵŶŝƚLJĐŽŵĞƐĨƌŽŵ
Ă ŵĂƚĐŚ ďĞƚǁĞĞŶ LJŽƵ ĂŶĚ LJŽƵƌ ĐŽŵŵƵŶŝƚLJ͘
/ĚĞŶƟĨLJŝŶŐ ĂŶ ĂƌĞĂ ŽĨ ŽƉƉŽƌƚƵŶŝƚLJ ŝƐ ƚŚĞ ĮƌƐƚ
ƐƚĞƉƚŽŐĞŶĞƌĂƟŶŐĂƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝĚĞĂ͘
Area of Your ŐŽŽĚŝĚĞĂŝŶŽŶĞƉůĂĐĞŝŶƚŚĞǁŽƌůĚŵĂLJŶŽƚďĞ
You
Opportunity Community ĂŐŽŽĚŝĚĞĂŝŶĂŶŽƚŚĞƌƉůĂĐĞ͘&ŽƌĞdžĂŵƉůĞ͕Ă
ƉƌŽĚƵĐƚƚĂƌŐĞƚĞĚĂƚƚŚŽƐĞǁŚŽĮƐŚŵŝŐŚƚǁŽƌŬ
ǁĞůůŝŶĂĐŽŵŵƵŶŝƚLJďLJƚŚĞŽĐĞĂŶďƵƚŶŽƚŝŶĂ
ĐŽŵŵƵŶŝƚLJŝŶƚŚĞŵŽƵŶƚĂŝŶƐ͘dŚŝƐŝƐďĞĐĂƵƐĞ
ƚŚĞ ŶĞĞĚƐ ĂŶĚ ƌĞƐŽƵƌĐĞƐ ŽĨ ĞĂĐŚ ĐŽŵŵƵŶŝƚLJ
ĂƌĞĚŝīĞƌĞŶƚ͘

ƐLJŽƵĐŚĂŶŐĞŽƌĂƐƚŚĞĐŽŵŵƵŶŝƚLJƵŶĚĞƌŐŽĞƐĐŚĂŶŐĞƐ͕ƚŚĞŽƉƉŽƌƚƵŶŝƚLJǁŝůůĐŚĂŶŐĞ͘/ƚŝƐĂŶŝƚĞƌĂƟǀĞ
ĐLJĐůĞ͘dŚŝƐŝƐǁŚLJŝƚŝƐƐŽŝŵƉŽƌƚĂŶƚƚŽĐŽŶƟŶƵĂůůLJƌĞŇĞĐƚŽŶLJŽƵƌĐŽŵŵƵŶŝƚLJ͛ƐŶĞĞĚƐĂƐǁĞůůĂƐLJŽƵƌ
ŽǁŶŬŶŽǁůĞĚŐĞ͕ƉĂƐƐŝŽŶƐ͕ĂŶĚƐŬŝůůƐĂŶĚĂƐĂƌĞƐƵůƚ͕ƌĞƐŚĂƉĞƚŚĞŽƉƉŽƌƚƵŶŝƚLJ͘/ƚŝƐƐŝŵƉůLJŶŽƚƉŽƐƐŝďůĞ
ƚŽŬĞĞƉƚŚĞƐĂŵĞƉƌŽĚƵĐƚͬƐĞƌǀŝĐĞƐŽůƵƟŽŶĨŽƌĞǀĞƌĂŶĚĂƐƐƵŵĞƚŚĞŽƉƉŽƌƚƵŶŝƚLJŝƐƚŚĞƐĂŵĞĂƐŝƚǁĂƐϮϬ
LJĞĂƌƐĂŐŽ͘dŚŝŶŐƐĐŚĂŶŐĞ͘dŚŝƐŝƐǁŚĞƌĞŵŽƐƚĐŽŵƉĂŶŝĞƐĨĂŝůͲͲƚŚĞLJĚŽŶ͛ƚƌĞŇĞĐƚŽŶŚŽǁƚŚĞLJĂŶĚƚŚĞŝƌ
ĐŽŵŵƵŶŝƟĞƐŚĂǀĞĐŚĂŶŐĞĚĂŶĚĂĚĂƉƚ͘ĞůŽǁŝƐĂŶĞdžĂŵƉůĞŽĨŚŽǁĂďƵƐŝŶĞƐƐĮƚƐŝŶƚŚŝƐŵŽĚĞů͘

Your Community
Area of WƌŽĚƵĐƚŽƌ^ĞƌǀŝĐĞ
You Key
Needs Opportunity ^ŽůƵƟŽŶ
ŚĂƌĂĐƚĞƌŝƐƟĐƐ
Value:ŚĂƌĚǁŽƌŬ ŶũŽLJƉůĂLJŝŶŐ There is trash WƌŽǀŝĚĞƐŵĂůů tĂƐƚĞ
Skills:ďŝŬŝŶŐ͕ ĨŽŽƚďĂůůͲͲ ĞǀĞƌLJǁŚĞƌĞ͘ ďƵƐŝŶĞƐƐŽǁŶĞƌƐ ŵĂŶĂŐĞŵĞŶƚ
ĂĐĐŽƵŶƟŶŐ ĞƐƉĞĐŝĂůůLJLJŽƵŶŐ dŚĞƌĞĂƌĞƌĞĐLJĐůĞ ǁŝƚŚƐŽŵĞƚŚŝŶŐ ƐĞƌǀŝĐĞǁŚŝĐŚ
Passion:ŶĂƚƵƌĞ ĐŚŝůĚƌĞŶĂŌĞƌ ĨĂĐŝůŝƟĞƐďƵƚŶŽ ƚŽĚŽǁŝƚŚƚŚĞŝƌ ƉŝĐŬƐƵƉƚƌĂƐŚ͕
ĂŶĚĐŽŶƐĞƌǀŝŶŐ ƐĐŚŽŽů͘ ŽŶĞƵƐĞƐƚŚĞŵ͘ trash ĐŽŵƉŽƐƚĂďůĞƐ͕
ƚŚĞĞŶǀŝƌŽŶŵĞŶƚ WĞŽƉůĞŐĞƚƐŝĐŬ ĂŶĚƌĞĐLJĐůĂďůĞƐ
Network:ƐŵĂůů ĨƌŽŵůĂĐŬŽĨ ĨƌŽŵƐŵĂůů
ďƵƐŝŶĞƐƐŽǁŶĞƌƐ͕ ƐĂŶŝƚĂƟŽŶ͘ ďƵƐŝŶĞƐƐŽǁŶĞƌƐ
other bikers

<ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ | T hinking | 57
zŽƵŚĂǀĞĂůƌĞĂĚLJŝĚĞŶƟĮĞĚLJŽƵƌǀĂůƵĞƐ͕ƐŬŝůůƐ͕ƉĂƐƐŝŽŶƐ͕ĂŶĚŶĞƚǁŽƌŬĂƐĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͘/ŶƚŚŝƐĐŚĂƉƚĞƌ͕
LJŽƵǁŝůůŐĞƚƚŽŬŶŽǁLJŽƵƌĐŽŵŵƵŶŝƚLJĂŶĚŝĚĞŶƟĨLJĂƌĞĂƐŽĨŽƉƉŽƌƚƵŶŝƚLJ͘/ŶƚŚĞŶĞdžƚĐŚĂƉƚĞƌ͕LJŽƵǁŝůů
ƚƵƌŶƚŚŽƐĞĂƌĞĂƐŽĨŽƉƉŽƌƚƵŶŝƚLJŝŶƚŽĂƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƐŽůƵƟŽŶ͘tŚŝůĞLJŽƵǁŝůůŶŽƚďĞƚŚŝŶŬŝŶŐĂďŽƵƚ
ƉŽƚĞŶƟĂůƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƐŽůƵƟŽŶƐŝŶƚŚŝƐĐŚĂƉƚĞƌ͕ŝƚŝƐŝŵƉŽƌƚĂŶƚƚŽƌĞĂůŝnjĞǁŚLJƚƌƵůLJƵŶĚĞƌƐƚĂŶĚŝŶŐ
ĂŶĚĚĞǀĞůŽƉŝŶŐĂƐƚƌŽŶŐĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJŝƐĐƌƵĐŝĂůǁŚĞŶďĞŐŝŶŶŝŶŐƚŽŐĞŶĞƌĂƚĞďƵƐŝŶĞƐƐŝĚĞĂƐŝŶƚŚĞ
ŶĞdžƚĐŚĂƉƚĞƌ͘DŽƐƚŝŵƉŽƌƚĂŶƚůLJ͕ĂŶĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJŝƐĚŝīĞƌĞŶƚƚŚĂŶĂƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƐŽůƵƟŽŶ͘
ŶĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJŝƐĂŐŽĂůǁŚŝĐŚŝƐŝŶƚĞŶƟŽŶĂůůLJĂďƐƚƌĂĐƚLJĞƚƐƉĞĐŝĮĐŝŶŽƌĚĞƌƚŽĂůůŽǁLJŽƵƚŽƚŚŝŶŬ
ŵŽƌĞĐƌĞĂƟǀĞůLJĂďŽƵƚƉŽƚĞŶƟĂůƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝĚĞĂƐ͘&ŽƌĞdžĂŵƉůĞ͕ŝĨLJŽƵŝĚĞŶƟĨLJƚŚĂƚĞĚƵĐĂƟŽŶŝƐĂ
ŶĞĞĚŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJĂŶĚLJŽƵƐƚĂƚĞLJŽƵƌĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJĂƐ͞ƐƚĂƌƟŶŐĂƐĐŚŽŽů͕͟LJŽƵůĞĂǀĞŶŽƌŽŽŵ
ĨŽƌLJŽƵƚŽŐĞŶĞƌĂƚĞĂŶLJďƵƐŝŶĞƐƐŝĚĞĂƐŽƚŚĞƌƚŚĂŶƐƚĂƌƟŶŐĂƐĐŚŽŽů͘/ĨLJŽƵŝĚĞŶƟĨLJƚŚĂƚŚĞĂůƚŚĐĂƌĞŝƐĂ
ŶĞĞĚŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJĂŶĚLJŽƵƐƚĂƚĞLJŽƵƌĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJĂƐ͞ůĂĐŬŽĨŵĞĚŝĐĂůĨĂĐŝůŝƟĞƐ͕͟LJŽƵůĞĂǀĞ
ŶŽƌŽŽŵĨŽƌLJŽƵƚŽŐĞŶĞƌĂƚĞďƵƐŝŶĞƐƐŝĚĞĂƐŽƚŚĞƌƚŚĂŶďƵŝůĚŝŶŐŵŽƌĞŵĞĚŝĐĂůĨĂĐŝůŝƟĞƐ͘/ƚŝƐƚĞŵƉƟŶŐƚŽ
ƐĞĞĂŶĞĞĚĂŶĚĂƵƚŽŵĂƟĐĂůůLJƚŚŝŶŬŽĨĂƐŽůƵƟŽŶƚŽƚŚĂƚŶĞĞĚͲͲďƵƚƌĞŵĞŵďĞƌƚŽƐƵƐƉĞŶĚƚŚŝƐ͊

Exercise 5.1: dĞƐƚzŽƵƌhŶĚĞƌƐƚĂŶĚŝŶŐ


EŽǁŝƚŝƐƟŵĞƚŽĐŚĞĐŬLJŽƵƌƵŶĚĞƌƐƚĂŶĚŝŶŐ͘dĂŬĞƚŚĞůŝƐƚŽĨƐƚĂƚĞŵĞŶƚƐďĞůŽǁĂŶĚŽƌŐĂŶŝnjĞƚŚĞŵ
ŝŶƚŚĞĂƉƉƌŽƉƌŝĂƚĞĐŽŵƉĂƌƚŵĞŶƚƐŝŶƚŚĞƚĂďůĞďĞůŽǁ͘

ͻ/ŚĂǀĞƐŽŵĞŽŶĞŝŶŵLJŶĞƚǁŽƌŬǁŚŽŵĂŶƵĨĂĐƚƵƌĞƐĨŽŽƚďĂůůƐ͘
ͻWƌŽǀŝĚĞŵŽƌĞƟŵĞĨŽƌĚŽŝŶŐƐĐŚŽŽůǁŽƌŬ
ͻ/ŚĂǀĞŵĞĐŚĂŶŝĐĂůĞŶŐŝŶĞĞƌŝŶŐƐŬŝůůƐ
ͻ/ĂŵƉĂƐƐŝŽŶĂƚĞĂďŽƵƚĞĚƵĐĂƟŽŶ͘
ͻ&ŽŽƚďĂůůƚŚĂƚŚŽůĚƐĂďĂƩĞƌLJĐŚĂƌŐĞĚďLJŵŽƟŽŶ͘ŌĞƌƉůĂLJŝŶŐĚƵƌŝŶŐƚŚĞĚĂLJ͕ĐĂŶƉƵƚƚŚĞ
ĐŚĂƌŐĞĚďĂƩĞƌLJŝŶĂůŝŐŚƚƚŽƐƚƵĚLJďLJ͘
ͻŶũŽLJƉůĂLJŝŶŐĨŽŽƚďĂůůͲͲĞƐƉĞĐŝĂůůLJLJŽƵŶŐĐŚŝůĚƌĞŶĂŌĞƌƐĐŚŽŽů͘
ͻDĂŶLJƐƚƵĚĞŶƚƐĚƌŽƉͲŽƵƚŽĨƐĐŚŽŽů͘DĂŶLJƐƚƵĚĞŶƚƐŚĂǀĞĐŚŽƌĞƐƚŚĞLJŚĂǀĞƚŽĐŽŵƉůĞƚĞĚƵƌŝŶŐ
ƚŚĞĚĂLJůŝŐŚƚĂŶĚƌƵŶŽƵƚŽĨƟŵĞƚŽĚŽŚŽŵĞǁŽƌŬ͘

zŽƵƌŽŵŵƵŶŝƚLJ
ƌĞĂŽĨ WƌŽĚƵĐƚŽƌ
zŽƵ Key
Needs KƉƉŽƌƚƵŶŝƚLJ ^ĞƌǀŝĐĞ^ŽůƵƟŽŶ
ŚĂƌĂĐƚĞƌŝƐƟĐƐ

58 | T hinking | <ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ
EŽǁƚŚĂƚLJŽƵƵŶĚĞƌƐƚĂŶĚƚŚĞƚĞƌŵƐĂŶĚƚŚĞǁĂLJŝŶǁŚŝĐŚLJŽƵĂŶĚLJŽƵƌĐŽŵŵƵŶŝƚLJĐĂŶĐŽŵĞƚŽŐĞƚŚĞƌ
ƚŽĐƌĞĂƚĞŽƉƉŽƌƚƵŶŝƚLJ͕ƵƐĞƚŚĞĞdžĞƌĐŝƐĞďĞůŽǁƚŽƚƌLJƚŚŝŶŬŝŶŐŽĨďƵƐŝŶĞƐƐĞƐLJŽƵŬŶŽǁŽĨǁŚŝĐŚĂƌĞďŽƚŚ
ƐƵĐĐĞƐƐĨƵůĂŶĚƵŶƐƵĐĐĞƐƐĨƵůŝŶĮŶĚŝŶŐƚŚŝƐŚĂƌŵŽŶLJ͘

Exercise 5.2: Think of Examples


dŚŝŶŬŽĨĂƐƵĐĐĞƐƐĨƵůƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƐŽůƵƟŽŶLJŽƵŬŶŽǁŽĨŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJŽƌĐŽƵŶƚƌLJ͘&ŝůů
ŝŶƚŚĞĐŚĂƌƚďĞůŽǁĨŽƌƚŚĞďƵƐŝŶĞƐƐ͘

zŽƵƌŽŵŵƵŶŝƚLJ
ƌĞĂŽĨ WƌŽĚƵĐƚŽƌ
zŽƵ Key
Needs KƉƉŽƌƚƵŶŝƚLJ ^ĞƌǀŝĐĞ^ŽůƵƟŽŶ
ŚĂƌĂĐƚĞƌŝƐƟĐƐ

tŚLJĚŽLJŽƵƚŚŝŶŬƚŚŝƐĐŽŵƉĂŶLJŝƐƐƵĐĐĞƐƐĨƵů͍

_______________________________________
dŚŝŶŬŽĨĂŶƵŶƐƵĐĐĞƐƐĨƵůƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƐŽůƵƟŽŶLJŽƵŬŶŽǁŽĨŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJŽƌĐŽƵŶƚƌLJ͘
&ŝůůŝŶƚŚĞĐŚĂƌƚďĞůŽǁĨŽƌƚŚĞďƵƐŝŶĞƐƐ͘

zŽƵƌŽŵŵƵŶŝƚLJ
ƌĞĂŽĨ WƌŽĚƵĐƚŽƌ
zŽƵ Key
Needs KƉƉŽƌƚƵŶŝƚLJ ^ĞƌǀŝĐĞ^ŽůƵƟŽŶ
ŚĂƌĂĐƚĞƌŝƐƟĐƐ

tŚLJĚŽLJŽƵƚŚŝŶŬƚŚŝƐĐŽŵƉĂŶLJŝƐŶŽƚƐƵĐĐĞƐƐĨƵů͍

_______________________________________

<ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ | T hinking | 59
Lesson 5.2: What Do I Know?
EŽǁ ƚŚĂƚ LJŽƵ ƵŶĚĞƌƐƚĂŶĚ ƚŚĞ ĐŽŶĐĞƉƚƐ ŽĨ ƚŚŝƐ ĐŚĂƉƚĞƌ͕ ŝƚ ŝƐ ƟŵĞ ƚŽ ĂƉƉůLJ ƚŚŝƐ ƚŽ LJŽƵƌ ůŝĨĞ ĂŶĚ LJŽƵƌ
ĐŽŵŵƵŶŝƚLJ͘/ŶƚŚŝƐůĞƐƐŽŶ͕LJŽƵǁŝůůďĞŐŝŶƚŽŐĞŶĞƌĂƚĞĂƌŝĐŚƐŽƵƌĐĞŽĨŝŶĨŽƌŵĂƟŽŶĂďŽƵƚLJŽƵƌĐŽŵŵƵŶŝƚLJ͘
LJƚŚĞĞŶĚŽĨƚŚŝƐůĞƐƐŽŶ͕LJŽƵǁŝůůŚĂǀĞŝĚĞŶƟĮĞĚĨŽƵƌĚŝīĞƌĞŶƚĂƌĞĂƐŽĨŽƉƉŽƌƚƵŶŝƚLJ͘zŽƵŵŝŐŚƚƚŚŝŶŬ
LJŽƵŬŶŽǁĂůŽƚĂďŽƵƚLJŽƵƌĐŽŵŵƵŶŝƚLJďƵƚLJŽƵǁŝůůůŝŬĞůLJĚŝƐĐŽǀĞƌĂůŽƚŵŽƌĞƚŚƌŽƵŐŚŽƵƚƚŚŝƐĐŚĂƉƚĞƌ͘

Exercise 5.3: What I Know


ŶƐǁĞƌƚŚĞƋƵĞƐƟŽŶƐďĞůŽǁĂďŽƵƚLJŽƵƌĐŽŵŵƵŶŝƚLJƚŽĐŽůůĞĐƚŝŶĨŽƌŵĂƟŽŶƚŚĂƚǁŝůůďĞŚĞůƉĨƵůƚŽ
LJŽƵŝŶƚŚĞĨƵƚƵƌĞ͘/ĨLJŽƵĚŽŶŽƚŬŶŽǁƚŚĞĂŶƐǁĞƌƚŽĞĂĐŚƋƵĞƐƟŽŶ͕ŵĂŬĞLJŽƵƌďĞƐƚŐƵĞƐƐŽƌĂƐŬ
ƚŚŽƐĞĂƌŽƵŶĚLJŽƵĂŶĚƐƵŵŵĂƌŝnjĞƚŚĞŝƌĂŶƐǁĞƌƐ͘

tŚĂƚŝƐƚŚĞŶĂŵĞŽĨLJŽƵƌĐŝƚLJŽƌĐŽŵŵƵŶŝƚLJ͍

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ďŽƵƚŚŽǁŵĂŶLJƉĞŽƉůĞůŝǀĞƚŚĞƌĞ͍

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tŚĂƚŝƐĂƉůĂĐĞǁŚĞƌĞŵĂŶLJƉĞŽƉůĞĐŽŵĞƚŽŐĞƚŚĞƌŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJ͍
/ůŝǀĞŝŶĂůĂƌŐĞĐŝƚLJǁŚĞƌĞ
ŵĂŶLJƚŚŽƵƐĂŶĚƐŽĨƉĞŽƉůĞ
ůŝǀĞĂƐǁĞůů͘tĞůŝŬĞƚŽŵĞĞƚ
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ĂƚƚŚĞĐŚƵƌĐŚŽƌƐŽŵĞƟŵĞƐ
ĂƚƚŚĞŵĂƌŬĞƚ͘WĞŽƉůĞŚĞƌĞ
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ƚĞŶĚƚŽǁĂůŬƚŽŵĂŶLJƉůĂĐĞƐ͘/
ŚĞĂƌƚŚĂƚŝŶƚŚĞĂƉŝƚĂů͕ƚŚĞƌĞ tŚĂƚŝƐĂƉŽƉƵůĂƌƐƚŽƌĞ͍
ŝƐŵŽƌĞƚƌĂŶƐƉŽƌƚĂƟŽŶďLJĐĂƌ͘
/ƚŚŝŶŬƚŚĂƚŝĨŵŽƌĞƉĞŽƉůĞ
ƚƌĂǀĞůĞĚďLJĐĂƌǁŚĞƌĞ/ůŝǀĞ͖
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ǀĞŶĚŽƌƐǁŽƵůĚŶŽƚďĞĂďůĞ
ƚŽƐĞůůĂƐŵƵĐŚŽŶƚŚĞƐƚƌĞĞƚƐ tŚĂƚŝƐĂƉŽƉƵůĂƌƐƉŽƌƚ͕ĂĐƟǀŝƚLJŽƌŐĂŵĞ͍
ǁŚĞƌĞǁĂůŬĞƌƐƚĞŶĚƚŽƉĂƐƐ͘
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,ŽǁĚŽŵŽƐƚƉĞŽƉůĞƚƌĂǀĞů͍

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tŚĞƌĞĚŽƉĞŽƉůĞŐŽƚŽƐĐŚŽŽů͍

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tŚĞƌĞĚŽƉĞŽƉůĞǁŽƌŬ͍tŚĂƚŝƐĂĐŽŵŵŽŶďƵƐŝŶĞƐƐ͍

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/ƐƚŚĞƌĞĂŶLJƚŚŝŶŐĞůƐĞƚŚĂƚŝƐƐŝŐŶŝĮĐĂŶƚƚŽƌĞŵĞŵďĞƌĂďŽƵƚLJŽƵƌĐŽŵŵƵŶŝƚLJ͍

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60 | T hinking | <ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ
ĂƐĞĚ ŽŶ LJŽƵƌ ĐƵƌƌĞŶƚ ŬŶŽǁůĞĚŐĞ͕ ǁŚĂƚ ŵŝŐŚƚ ďĞ ŶĞĞĚƐ ŝŶ LJŽƵƌ ĐŽŵŵƵŶŝƚLJ͍ ,ĞƌĞ ĂƌĞ ƐŽŵĞ
ĐŽŵŵŽŶ ĐŽŵŵƵŶŝƚLJ ŶĞĞĚƐ ƚŽ ŚĞůƉ LJŽƵ ŐĞƚ ƐƚĂƌƚĞĚ ƚŚŝŶŬŝŶŐ͗ ĞĚƵĐĂƟŽŶ͕ ĨŽŽĚ͕ ŚŽƵƐŝŶŐ͕
ĞŶƚƌĞƉƌĞŶĞƵƌŝĂůƐƉŝƌŝƚ͕ƵŶĞŵƉůŽLJŵĞŶƚ͕ƚƌĂŶƐƉŽƌƚĂƟŽŶ͕ĞŶĞƌŐLJ͕ǁĂƚĞƌ͕ǁĂƐƚĞ͕ƐĞŶƐĞŽĨĐŽŵŵƵŶŝƚLJ͕
ĐůŽƚŚŝŶŐ͕ ĐŽŵŵƵŶŝĐĂƟŽŶ͕ ŚĞĂůƚŚ͕ ƵŶĞŵƉůŽLJŵĞŶƚ ĂŶĚ ƵŶĚĞƌĞŵƉůŽLJŵĞŶƚ͘ Ğ ƐƉĞĐŝĮĐ ĂďŽƵƚ
ǁŚŽƐĞŶĞĞĚLJŽƵƚŚŝŶŬŝƚŝƐĂŶĚǁŚĞƌĞƚŚĞŶĞĞĚƚĂŬĞƐƉůĂĐĞ͘

&ŽƌĞdžĂŵƉůĞ͕
^ĂŵĂŶĚ'ƌĂĐĞ
ŝĚĞŶƟĨLJůŝƩĞƌŝŶŐ
ŽŶƚŚĞƌŽĂĚƐ
WŽƚĞŶƟĂů ŶĞĂƌďLJƐŵĂůů
Community ďƵƐŝŶĞƐƐĞƐĂƐ
Needs ĂŶĞĞĚŝŶƚŚĞŝƌ
ĐŽŵŵƵŶŝƚLJ͘

<ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ | T hinking | 61
ĂƐĞĚŽŶǁŚĂƚLJŽƵŚĂǀĞǁƌŝƩĞŶĂďŽƵƚLJŽƵƌĐŽŵŵƵŶŝƚLJĂďŽǀĞ͕ǁŚĂƚĂƌĞĨŽƵƌƉŽƚĞŶƟĂůĂƌĞĂƐŽĨ
ŽƉƉŽƌƚƵŶŝƚLJLJŽƵǁĂŶƚƚŽŝŶǀĞƐƟŐĂƚĞĨƵƌƚŚĞƌ͍

ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϭ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϮ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϯ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϰ͗

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<ĞĞƉĂŶŽƉĞŶŵŝŶĚĂďŽƵƚƉŽƚĞŶƟĂůƐŽůƵƟŽŶƐͲͲĨŽƌŶŽǁ͕ũƵƐƚĨŽĐƵƐŽŶƚŚĞƉƌŽďůĞŵƐLJŽƵǁĂŶƚƚŽƐŽůǀĞ͘
dŚŝƐĐŚĂƉƚĞƌŝƐĂďŽƵƚŬŶŽǁŝŶŐLJŽƵƌĐŽŵŵƵŶŝƚLJ͘zŽƵǁŝůůĨŽĐƵƐŽŶŝĚĞĂŐĞŶĞƌĂƟŽŶŝŶƚŚĞŶĞdžƚĐŚĂƉƚĞƌ͘
zŽƵƌĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJǁŝůůďĞĂũƵŵƉŝŶŐƉŽŝŶƚĨŽƌŝĚĞĂŐĞŶĞƌĂƟŽŶŝŶƚŚĞŶĞdžƚĐŚĂƉƚĞƌƐŽŝƚŝƐŝŵƉŽƌƚĂŶƚ
ƚŽĚŽƌĞƐĞĂƌĐŚŶŽǁ͘dŚŝƐŝƐŽŶĞŽĨƚŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚƉĂƌƚƐŽĨĞŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉĂŶĚƐŽŵĞƚŚŝŶŐƉĞŽƉůĞ
ŽŌĞŶĚŽŶ͛ƚĚŽ͘

Lesson 5.3: What Don’t I Know?


tŚĞŶ LJŽƵ ƵŶĚĞƌƐƚĂŶĚ ƚŚĞ ŶĞĞĚƐ ŽĨ LJŽƵƌ ĐŽŵŵƵŶŝƚLJ͕ LJŽƵ ƵŶĚĞƌƐƚĂŶĚ ƚŚĞ ŽƉƉŽƌƚƵŶŝƟĞƐ ǁŝƚŚŝŶ LJŽƵƌ
ĐŽŵŵƵŶŝƚLJ͖ĞǀĞƌLJŶĞĞĚƚŚĂƚĞdžŝƐƚƐŝƐĂŶŽƉƉŽƌƚƵŶŝƚLJĨŽƌLJŽƵƌďƵƐŝŶĞƐƐƚŽĨƵůĮůůƚŚĂƚŶĞĞĚ͘dŚŝƐŝƐǁŚLJŝƚ
ŝƐƐŽŝŵƉŽƌƚĂŶƚƚŽŚĂǀĞĂƚŚŽƌŽƵŐŚƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨLJŽƵƌĐŽŵŵƵŶŝƚLJĂŶĚƚŚĞĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJLJŽƵ
ĂƌĞĂĚĚƌĞƐƐŝŶŐ͘/ŶƚŚŝƐůĞƐƐŽŶ͕LJŽƵǁŝůůƚŚŝŶŬĂďŽƵƚǁŚĂƚĞůƐĞLJŽƵƐƟůůŶĞĞĚƚŽůĞĂƌŶ͕ŚŽǁLJŽƵǁŝůůŽďƚĂŝŶ
ƚŚŝƐŝŶĨŽƌŵĂƟŽŶ͕ĂŶĚƚŚĞŶĂĐƚƵĂůůLJŐŽŐĞƚŝƚ͘

/ĚĞŶƟĨLJzŽƵƌƐƐƵŵƉƟŽŶƐ
KŶĞŽĨƚŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚƐŬŝůůƐŽĨĂŶĞŶƚƌĞƉƌĞŶĞƵƌ͕ŝƐďĞŝŶŐĂďůĞƚŽŝĚĞŶƟĨLJLJŽƵƌŽǁŶĂƐƐƵŵƉƟŽŶƐ͘
tĞŵĂŬĞĂƐƐƵŵƉƟŽŶƐĞǀĞƌLJĚĂLJ͘ĞŝŶŐĂǁĂƌĞŽĨŽƵƌĂƐƐƵŵƉƟŽŶƐĂŶĚĂĐƟǀĞůLJĐŽŶĚƵĐƟŶŐƐŵĂůůƚĞƐƚƐ
ƚŽƐĞĞǁŚĞƚŚĞƌƚŚĞLJĂƌĞƚƌƵĞŽƌŶŽƚ͕ŝƐĐƌŝƟĐĂůƚŽĂďƵƐŝŶĞƐƐ͛ƐŚĞĂůƚŚ͘dŽŽŵĂŶLJĂƐƐƵŵƉƟŽŶƐĐĂŶĐĂƵƐĞ
ĂďƵƐŝŶĞƐƐĞƐƚŽĨĂŝů͘dŚĞƌĞŝƐĂďŝŐĚŝīĞƌĞŶĐĞďĞƚǁĞĞŶĂďƵƐŝŶĞƐƐĨĂŝůŝŶŐďĞĐĂƵƐĞŽĨŵĂŶLJĂƐƐƵŵƉƟŽŶƐ
ĂŶĚĂďƵƐŝŶĞƐƐƐƵĐĐĞĞĚŝŶŐďƵƚŚĂǀŝŶŐŵĂŶLJĂƐƐƵŵƉƟŽŶƐƚŚĂƚŚĂǀĞďĞĞŶŝŶƚĞŶƟŽŶĂůůLJƚĞƐƚĞĚĂŶĚƐŚŽǁŶ
ƚŽďĞǁƌŽŶŐ͘EŽƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨLJŽƵƌĐŽŵŵƵŶŝƚLJŝƐŐŽŝŶŐƚŽďĞƉĞƌĨĞĐƚĨƌŽŵƚŚĞďĞŐŝŶŶŝŶŐ͘ƚƚŚŝƐ
ŵŽŵĞŶƚ͕LJŽƵŚĂǀĞĂƐƐƵŵƉƟŽŶƐĂďŽƵƚLJŽƵƌĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJͲͲƐŽŵĞŽĨǁŚŝĐŚĂƌĞĐŽƌƌĞĐƚĂŶĚƐŽŵĞ
ŽĨǁŚŝĐŚĂƌĞůŝŬĞůLJŶŽƚ͘

&ŽƌĞdžĂŵƉůĞ͕ǁŚĞŶ^ĂŵĂŶĚ'ƌĂĐĞǁĞƌĞǁŽƌŬŝŶŐŽŶƚŚĞŝƌƚƌĂƐŚŵĂŶĂŐĞŵĞŶƚŝĚĞĂ͕ƚŚĞLJƌĞĂůŝnjĞĚƚŚĞLJ
ŵĂĚĞƚŚĞĂƐƐƵŵƉƟŽŶƚŚĂƚƐŵĂůůďƵƐŝŶĞƐƐŽǁŶĞƌƐĚŽŶ͛ƚƵŶĚĞƌƐƚĂŶĚƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨƐĂŶŝƚĂƟŽŶĂŶĚ
ƌĞĐLJĐůŝŶŐ͘ŌĞƌƚĂůŬŝŶŐƚŽŵĂŶLJƐŵĂůůďƵƐŝŶĞƐƐŽǁŶĞƌƐ͕ŚŽǁĞǀĞƌ͕ƚŚĞLJƌĞĂůŝnjĞĚƚŚĂƚƚŚŝƐŝƐŶŽƚƚƌƵĞ͘^ŵĂůů
ďƵƐŝŶĞƐƐŽǁŶĞƌƐƵŶĚĞƌƐƚĂŶĚƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨƌĞĐLJĐůŝŶŐďƵƚƐŝŵƉůLJĚŽŶ͛ƚŚĂǀĞƚŚĞƟŵĞƚŽĚŽŝƚ͘dŚŝƐ

62 | T hinking | <ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ
ƌĞĂůŝnjĂƟŽŶĐŽŵƉůĞƚĞůLJĐŚĂŶŐĞĚ^ĂŵĂŶĚ'ƌĂĐĞ͛ƐĂƉƉƌŽĂĐŚ͘ĞĨŽƌĞ͕ƚŚĞLJƚŚŽƵŐŚƚƚŚĞLJǁĞƌĞŐŽŝŶŐƚŽƌƵŶ
ĂŶĂǁĂƌĞŶĞƐƐĐĂŵƉĂŝŐŶĂƐƚŚĞLJǁĞƌĞĚĞĂůŝŶŐǁŝƚŚĂƉƌŽďůĞŵŽĨĂǁĂƌĞŶĞƐƐĂŶĚĞĚƵĐĂƟŽŶĂďŽƵƚƚŚĞ
ŝŵƉŽƌƚĂŶĐĞŽĨƌĞĐLJĐůŝŶŐďƵƚŶŽǁ͕ƚŚĞLJƌĞĂůŝnjĞƚŚĂƚƚŚĞLJĚŽŶ͛ƚŶĞĞĚƚŽĚŽƚŚŝƐ͘^ĂŵĂŶĚ'ƌĂĐĞŵĂĚĞĂ
ǁƌŽŶŐĂƐƐƵŵƉƟŽŶďƵƚďĞĐĂƵƐĞƚŚĞLJǁĞƌĞĂďůĞƚŽĐŽƌƌĞĐƚŝƚ͕ƚŚĞLJǁĞƌĞĂďůĞƚŽƌƵŶŝŶƚĞƌǀŝĞǁƐĂƐĂƐŵĂůů
ƚĞƐƚĂŶĚŵŽǀĞŽŶǁŝƚŚĂƐƚƌŽŶŐĞƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨƚŚĞŝƌĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJ͘

Exercise 5.4: DLJƐƐƵŵƉƟŽŶƐ


KŶ ƚŚĞ ůŝŶĞƐ ďĞůŽǁ͕ ŝĚĞŶƟĨLJ ƚŚƌĞĞ ŬĞLJ ĂƐƐƵŵƉƟŽŶƐ LJŽƵ ŚĂǀĞ ƌŝŐŚƚ ŶŽǁ ĂďŽƵƚ LJŽƵƌ ĂƌĞĂ ŽĨ
ŽƉƉŽƌƚƵŶŝƚLJ͘dŚĞŶŐĞŶĞƌĂƚĞŝĚĞĂƐŽŶŚŽǁLJŽƵŵŝŐŚƚƚĞƐƚƚŚĞƐĞĂƐƐƵŵƉƟŽŶƐ͘

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<ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ | T hinking | 63
'ĂƚŚĞƌŝŶĨŽƌŵĂƟŽŶ
KŶĞŽĨƚŚĞďĞƐƚǁĂLJƐƚŽƵŶĚĞƌƐƚĂŶĚƚŚĞŶĞĞĚƐŽĨƚŚĞĐŽŵŵƵŶŝƚLJĂŶĚŚŽǁƚŽďĞƐƚĂĚĚƌĞƐƐƚŚŽƐĞŶĞĞĚƐ
ŝƐƚŽĂƐŬƚŚŽƐĞǁŚŽĂƌĞŵŽƐƚĞīĞĐƚĞĚ͗ƚŚĞƉĞŽƉůĞŽĨƚŚĞĐŽŵŵƵŶŝƚLJ͘ŽƚŚŝƐƚŚƌŽƵŐŚŝŶƚĞƌǀŝĞǁŝŶŐƚŚĞŵ
ďŽƚŚĨŽƌŵĂůůLJĂŶĚŝŶĨŽƌŵĂůůLJĂŶĚƚŚĞŶĂŶĂůLJnjŝŶŐƚŚĞŝƌƌĞƐƉŽŶƐĞƐƚŽƌĞĮŶĞLJŽƵƌƐƚĂƚĞŵĞŶƚƐŽĨĂƌĞĂƐŽĨ
ŽƉƉŽƌƚƵŶŝƚLJ͘

ĞĨŽƌĞŝŶƚĞƌǀŝĞǁ͕ƚŚŝŶŬĂďŽƵƚǁŚĂƚƋƵĞƐƟŽŶƐLJŽƵǁĂŶƚƚŽĂƐŬ͘ƵƌŝŶŐƚŚĞŝŶƚĞƌǀŝĞǁ͕ƚĂŬĞŶŽƚĞƐ͕ƐŬĞƚĐŚ͕
Žƌ ĞǀĞŶ ƚĂŬĞ ƉŝĐƚƵƌĞƐ͘ ŌĞƌ ƚŚĞ ŝŶƚĞƌǀŝĞǁ͕ ĐŝƌĐůĞ ŬĞLJ ŝŶƐŝŐŚƚƐ LJŽƵ ůĞĂƌŶĞĚ ĨƌŽŵ ƚŚĞ ŝŶƚĞƌǀŝĞǁ͘ ŌĞƌ
ĐŽŵƉůĞƟŶŐĂůůƚŚĞŝŶƚĞƌǀŝĞǁƐ͕LJŽƵǁŝůůǁĂŶƚƚŽŐŽďĂĐŬƚŚƌŽƵŐŚLJŽƵƌŶŽƚĞƐĂŶĚŝĚĞŶƟĨLJĐŽŵŵŽŶƚŚĞŵĞƐ
ŽƌƚƌĞŶĚƐĨƌŽŵLJŽƵƌŝŶƚĞƌǀŝĞǁƐ͘zŽƵǁŝůůƚĂŬĞĂůůƚŚĞŝŶĨŽƌŵĂƟŽŶLJŽƵŚĂǀĞĐĂƉƚƵƌĞĚĂŶĚŐƌŽƵƉŝƚŝŶƚŽ
ĐĂƚĞŐŽƌŝĞƐƚŚĂƚŵĂŬĞƐĞŶƐĞ͘dŚŝƐǁŝůůďĞŝŵƉŽƌƚĂŶƚĂƐŝƚǁŝůůůĞĂĚƵƉƚŽLJŽƵƌĂďŝůŝƚLJƚŽĚĞĮŶĞĂƐƚƌŽŶŐĂƌĞĂ
ŽĨŽƉƉŽƌƚƵŶŝƚLJĨŽƌĂƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͘

dŚĞƌĞĂƌĞƚŚƌĞĞŵĂŝŶŵĞƚŚŽĚƐƚŽůĞĂƌŶĂďŽƵƚƉĞŽƉůĞŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJ͗ŽďƐĞƌǀĞ͕ĂƐŬ͕ĂŶĚƚƌLJ͘

Observe. ŐƌĞĂƚǁĂLJƚŽƐƚĂƌƚůĞĂƌŶŝŶŐĂďŽƵƚLJŽƵƌĐŽŵƉĂŶLJŝƐďLJŽďƐĞƌǀŝŶŐ͘&ŽƌĞdžĂŵƉůĞ͕'ƌĂĐĞĂŶĚ^Ăŵ
ǁĂŶƚĞĚƚŽůĞĂƌŶŵŽƌĞĂďŽƵƚǁŚĂƚƐŵĂůůďƵƐŝŶĞƐƐŽǁŶĞƌƐĚŝĚǁŝƚŚƚŚĞŝƌƚƌĂƐŚƐŽƚŚĞLJĂƐŬĞĚƚŽƐŚĂĚŽǁĂ
ƐŚŽƉŽǁŶĞƌĨŽƌĂĚĂLJ͘zŽƵǁŝůůďĞƐƵƌƉƌŝƐĞĚǁŚĂƚLJŽƵůĞĂƌŶǁŚĞŶLJŽƵ

Ask.ƐŬŝŶŐƋƵĞƐƟŽŶƐŝƐĂŶŽƚŚĞƌŐƌĞĂƚǁĂLJƚŽŐĞƚƐƉĞĐŝĮĐĂŶƐǁĞƌƐ͘'ĞŶĞƌĂůůLJ͕ƚŚĞĨŽůůŽǁŝŶŐĂƌĞŐŽŽĚƟƉƐ
ĨŽƌŝŶƚĞƌǀŝĞǁŝŶŐ͗
• ƐŬƚŚĞƉĞƌƐŽŶLJŽƵĂƌĞŝŶƚĞƌǀŝĞǁŝŶŐƚŽƚĞůůLJŽƵƐƚŽƌŝĞƐƚŚĂƚƐŚĂƌĞĞdžĂŵƉůĞƐŽĨƚŚĞŝƌƌĞĂĐƟŽŶƐŝŶ
ƐŝƚƵĂƟŽŶƐ͘
• ůǁĂLJƐĂƐŬ͞ǁŚLJ͍͟ĞǀĞŶǁŚĞŶLJŽƵƚŚŝŶŬLJŽƵŬŶŽǁƚŚĞĂŶƐǁĞƌ͘
• ŽŶ͛ƚƐƵŐŐĞƐƚĂŶƐǁĞƌƐƚŽƚŚĞƋƵĞƐƟŽŶƐLJŽƵĂƌĞĂƐŬŝŶŐͲůĞƚƚŚĞƉĞƌƐŽŶLJŽƵĂƌĞŝŶƚĞƌǀŝĞǁŝŶŐ
ƐƉĞĂŬĮƌƐƚ͘
• DĂŬĞƐƵƌĞLJŽƵƌƋƵĞƐƟŽŶƐĂƌĞŶŽƚ͞LJĞƐŽƌŶŽ͟ƋƵĞƐƟŽŶƐͲĂůůƐŚŽƵůĚďĞŽƉĞŶͲĞŶĚĞĚůĞƫŶŐƚŚĞ
ƉĞƌƐŽŶLJŽƵĂƌĞŝŶƚĞƌǀŝĞǁŝŶŐƐŚĂƌĞĂƐŵƵĐŚĂƐƚŚĞLJůŝŬĞ͘

Try. dŚŝƐ ĐĂŶ ďĞ Ă ŐƌĞĂƚ ǁĂLJ ƚŽ ƚƌLJ ƚŽ ƵŶĚĞƌƐƚĂŶĚ ǁŚĂƚ ƚŚŝŶŐƐ ĂƌĞ ůŝŬĞ ĨƌŽŵ ƐŽŵĞŽŶĞ ĞůƐĞ͛Ɛ ƉŽŝŶƚ ŽĨ
ǀŝĞǁ͘tŚĞŶĂƐŬŝŶŐƋƵĞƐƟŽŶƐĂŶĚŽďƐĞƌǀŝŶŐ͕LJŽƵĂƌĞƐƟůůǀĞƌLJŵƵĐŚůŽŽŬŝŶŐĂƚLJŽƵƌĐŽŵŵƵŶŝƚLJƚŚƌŽƵŐŚ
LJŽƵƌŽǁŶůĞŶƐĞƐ͘dƌLJŝŶŐƚŽĚŽƐŽŵĞƚŚŝŶŐƚŚĂƚLJŽƵĐŽŵŵƵŶŝƚLJĚŽĞƐĐĂŶĨŽƌĐĞLJŽƵŝŶƚŽƚŚĞŝƌƐŚŽĞƐ͘&Žƌ
ĞdžĂŵƉůĞ͕ǁŚĞŶ'ƌĂĐĞĂŶĚ^ĂŵǁĂŶƚĞĚƚŽůĞĂƌŶŵŽƌĞĂďŽƵƚǁŚĂƚŝƚŝƐůŝŬĞƚŽďĞĂƐŵĂůůďƵƐŝŶĞƐƐŽǁŶĞƌ͕
ƚŚĞLJĂƐŬĞĚƚŽƐŚĂĚŽǁĂůŽĐĂůƐŚŽƉŽǁŶĞƌĂŶĚŽīĞƌĞĚƚŽƌĞĐLJĐůĞŚŝƐƚƌĂƐŚĨŽƌŚŝŵ͘/ŶĚŽŝŶŐƚŚŝƐ͕ƚŚĞLJ
ŚĂĚƚŽĐĂƌƌLJƚŚĞƚƌĂƐŚĂůŽŶŐĚŝƐƚĂŶĐĞƚŽƚŚĞƌĞĐLJĐůŝŶŐĨĂĐŝůŝƚLJĂŶĚƌĞĂůŝnjĞĚĨŽƌƚŚĞĮƌƐƚƟŵĞũƵƐƚŚŽǁ
ŝŶĐŽŶǀĞŶŝĞŶƚŝƚǁĂƐƚŽƉƌŽƉĞƌůLJĚŝƐƉŽƐĞŽĨƚŚĞƚƌĂƐŚ͘

Exercise 5.5: 'ĂƚŚĞƌŝŶŐ/ŶĨŽƌŵĂƟŽŶ


/ŶƚĞƌǀŝĞǁ Ăƚ ůĞĂƐƚ ĞŝŐŚƚ ƉĞŽƉůĞ ŝŶ LJŽƵƌ ĐŽŵŵƵŶŝƚLJ͘ ĞĨŽƌĞ LJŽƵ ďĞŐŝŶ͕ ŝĚĞŶƟĨLJ ǁŚĂƚ ƋƵĞƐƟŽŶƐ
LJŽƵŵŝŐŚƚǁĂŶƚƚŽĂƐŬ͍tŚĂƚĚŽƚŚĞLJƚŚŝŶŬƚŚĞĐŽŵŵƵŶŝƚLJŶĞĞĚƐ͍tŚĂƚŝƐŵŝƐƐŝŶŐ͍tŚĂƚĂƌĞ
ƉƌŽďůĞŵƐƚŚĞLJĂƌĞŚĂǀŝŶŐ͍ZĞĐŽƌĚŶŽƚĞƐĨƌŽŵƚŚĞĐŽŶǀĞƌƐĂƟŽŶƐLJŽƵŚĂǀĞďĞůŽǁ͘

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64 | T hinking | <ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ
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_______________________________________ /ŶƚĞƌǀŝĞǁĚŝīĞƌĞŶƚƉĞŽƉůĞ
_______________________________________ ŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJǁŚŽ
ĞdžƉĞƌŝĞŶĐĞƚŚĞŶĞĞĚƐLJŽƵŚĂǀĞ
_______________________________________ ŝĚĞŶƟĮĞĚ͘DĂŬĞƐƵƌĞLJŽƵŐĞƚ
ŵĂŶLJƉĞƌƐƉĞĐƟǀĞƐƚŽŚĞůƉLJŽƵ
_______________________________________ ƵŶĚĞƌƐƚĂŶĚĂůůĂƐƉĞĐƚƐŽĨLJŽƵƌ
ĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJ͘
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66 | T hinking | <ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ
'ƌŽƵƉŝŶĨŽƌŵĂƟŽŶ
EŽǁ ƚŚĂƚ LJŽƵ ŚĂǀĞ ŐĂƚŚĞƌĞĚ ŝŶĨŽƌŵĂƟŽŶ ĂďŽƵƚ LJŽƵƌ ĐŽŵŵƵŶŝƚLJ ĂŶĚ ƚŚĞŝƌ ŶĞĞĚƐ ƐƉĞĐŝĮĐ ƚŽ ĂŶ ĂƌĞĂ
ŽĨ ŽƉƉŽƌƚƵŶŝƚLJ͕ ŝƚ ŝƐ ŝŵƉŽƌƚĂŶƚ ƚŽ ŐƌŽƵƉ ƚŚĂƚ ŝŶĨŽƌŵĂƟŽŶ ĂŶĚ ĚĞĐŝĚĞ ŚŽǁ ŝƚ ŝŵƉĂĐƚƐ LJŽƵƌ ĐƵƌƌĞŶƚ
ƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨLJŽƵƌĂƌĞĂƐŽĨŽƉƉŽƌƚƵŶŝƚLJ͘'ŽƚŚƌŽƵŐŚLJŽƵƌŶŽƚĞƐĂŶĚĐŝƌĐůĞƚŚĞƚŚŝŶŐƐƚŚĂƚLJŽƵƚŚŝŶŬ
ĂƌĞ ƐŝŐŶŝĮĐĂŶƚ͕ ƐƵƌƉƌŝƐŝŶŐ͕ Žƌ ĚŝīĞƌĞŶƚ ƚŚĂŶ ǁŚĂƚ LJŽƵ ĞdžƉĞĐƚĞĚ͘ 'ƌŽƵƉ ƚŚĞ ŶŽƚĞƐ LJŽƵ ŚĂǀĞ ĐŝƌĐůĞĚ ƚŽ
ŝĚĞŶƟĨLJƚŚĞŵĞƐŽƌƉĂƩĞƌŶƐŝŶLJŽƵƌĮŶĚŝŶŐƐ͘&ŽƌĞdžĂŵƉůĞ͕ŽŶĞƚŚĞŵĞƚŚĂƚ^ĂŵĂŶĚ'ƌĂĐĞĨŽƵŶĚƚŚƌŽƵŐŚ
ƚŚĞŝƌŝŶƚĞƌǀŝĞǁƐǁĂƐƚŚĂƚƐŵĂůůďƵƐŝŶĞƐƐŽǁŶĞƌƐĨĞĞůůŝŬĞƚƌĂƐŚƚĂŬĞƐĂǁĂLJĨƌŽŵĐƵƐƚŽŵĞƌƐǀŝƐŝƟŶŐƚŚĞŝƌ
ƐŚŽƉ͘EŽǁŝƚŝƐLJŽƵƌƚƵƌŶƚŽŝĚĞŶƟĨLJŝŵƉŽƌƚĂŶƚƚŚĞŵĞƐŝŶLJŽƵƌƌĞƐĞĂƌĐŚĂďŽƵƚLJŽƵƌĐŽŵŵƵŶŝƚLJ͘

Exercise 5.6: 'ƌŽƵƉŝŶŐ/ŶĨŽƌŵĂƟŽŶ


/ŶƚŚĞƐƉĂĐĞďĞůŽǁ͕ĚƌĂǁĐŽŵŵŽŶƚŚĞŵĞƐĨƌŽŵLJŽƵƌŝŶƚĞƌǀŝĞǁƐ͘ƌĞƚŚĞƌĞĂŶLJĞŵĞƌŐŝŶŐƉĂƩĞƌŶƐ
ŝŶLJŽƵƌĮŶĚŝŶŐƐ͍tŚĂƚƐƵƌƉƌŝƐĞĚLJŽƵ͍tŚĂƚŝƐĚŝīĞƌĞŶƚƚŚĂŶĞdžƉĞĐƚĞĚ͍,ŽǁĚŽĞƐǁŚĂƚLJŽƵŚĂǀĞ
ůĞĂƌŶĞĚŝŵƉĂĐƚLJŽƵƌĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJ͍

<ŶŽǁŝŶŐDLJŽŵŵƵŶŝƚLJ | T hinking | 67
EŽǁ ƚŚĂƚ LJŽƵ ŚĂǀĞ Ă ďĞƩĞƌ ƵŶĚĞƌƐƚĂŶĚŝŶŐ ŽĨ LJŽƵƌ ĐŽŵŵƵŶŝƚLJ͕ ŝƚ ŝƐ ƟŵĞ ƚŽ ƌĞĂƐƐĞƐƐ ƚŚĞ ĂƌĞĂƐ ŽĨ
ŽƉƉŽƌƚƵŶŝƚLJLJŽƵĚĞǀĞůŽƉĞĚƉƌĞǀŝŽƵƐůLJ͘ŶĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJŝƐŶŽƚĂĚĞƐĐƌŝƉƟŽŶŽĨĂƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ
ŝĚĞĂͲͲŝŶƐƚĞĂĚŝƚŝƐĂĚĞƐĐƌŝƉƟŽŶŽĨǁŚĂƚŝƐŶĞĞĚĞĚŽƌĚĞƐŝƌĞĚ͘ƌĞĂƐŽĨŽƉƉŽƌƚƵŶŝƚLJĂƌĞŝŵƉŽƌƚĂŶƚďĞĐĂƵƐĞ
ƚŚĞLJǁŝůůŐƵŝĚĞLJŽƵůĂƚĞƌǁŚĞŶŝƚŝƐƟŵĞƚŽŐĞŶĞƌĂƚĞŝĚĞĂƐĨŽƌĂƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƚŽŵĞĞƚƚŚĂƚŶĞĞĚ͘

Exercise 5.7: ZĞĮŶŝŶŐƌĞĂƐŽĨKƉƉŽƌƚƵŶŝƚLJ


ZĞǀŝĞǁLJŽƵƌŶŽƚĞƐĨŽƌLJŽƵƌŝŶƚĞƌǀŝĞǁƐĂŶĚƌĞĮŶĞƚŚĞĨŽƵƌĂƌĞĂƐŽĨŽƉƉŽƌƚƵŶŝƚLJĨŽƌLJŽƵƌĐŽŵŵƵŶŝƚLJ
ƚŚĂƚLJŽƵǁƌŽƚĞƉƌĞǀŝŽƵƐůLJ͘

ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϭ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϮ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϯ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϰ͗

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Lesson 5.3: ŽŵƉůĞƟŶŐƚŚĞWŝĐƚƵƌĞ


EŽǁƚŚĂƚLJŽƵŚĂǀĞĚĞǀĞůŽƉĞĚƐƚĂƚĞŵĞŶƚƐĂďŽƵƚĂƌĞĂƐŽĨŽƉƉŽƌƚƵŶŝƚLJ͕ŝƚŝƐŝŵƉŽƌƚĂŶƚƚŽĚŝŐĚĞĞƉĞƌŝŶƚŽ
ĞĂĐŚŽĨƚŚĞƐĞŽƉƉŽƌƚƵŶŝƟĞƐ͘/ŶŽƌĚĞƌĨŽƌLJŽƵƚŽďĞĂďůĞƚŽůĂƚĞƌŐĞŶĞƌĂƚĞŝĚĞĂƐƚŽŵĞĞƚƚŚĞƐĞŶĞĞĚƐǁŝƚŚ
ĂŶŝŶŶŽǀĂƟǀĞƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͕LJŽƵǁŝůůŶĞĞĚƚŽŚĂǀĞƚŽŵĂŬĞƐƵƌĞLJŽƵŚĂǀĞƚŚŽƌŽƵŐŚůLJƌĞƐĞĂƌĐŚĞĚ
ĞĂĐŚŽĨƚŚĞƐĞĂŶĚƚŚĂƚLJŽƵƵŶĚĞƌƐƚĂŶĚǁŚLJĞĂĐŚŽĨƚŚĞƐĞŝƐĂŶŽƉƉŽƌƚƵŶŝƚLJŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJ͘KŶĞ
ŵĞƚŚŽĚƚŽĐĂƉƚƵƌĞǁŚĂƚLJŽƵŬŶŽǁĂďŽƵƚĞĂĐŚĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJ͕ŝƐƚŽĐƌĞĂƚĞĂŶĞŵƉĂƚŚLJŵĂƉǁŚŝĐŚ
ĚĞƐĐƌŝďĞƐ ŝŶ ĚĞƚĂŝů ƚŚĞ ƉĞƌƐŽŶ ǁŚŽ ŚĂƐ ƚŚĞ ŶĞĞĚ͘ ŶŽƚŚĞƌ ŵĞƚŚŽĚ ŝƐ ĐƌĞĂƟŶŐ Ă ũŽƵƌŶĞLJ ŵĂƉ ǁŚŝĐŚ
ĚĞƐĐƌŝďĞƐƚŚĞĞdžƉĞƌŝĞŶĐĞƚŚĞƉĞƌƐŽŶŚĂƐǁŝƚŚƚŚĞŶĞĞĚ͘

tŚĂƚŝƐĂƉĞƌƐŽŶĂ͍ƉĞƌƐŽŶĂĚĞƐĐƌŝďĞƐŚŽǁƚŚĞƉĞƌƐŽŶǁŚŽƐĞŶĞĞĚLJŽƵĂƌĞƐŽůǀŝŶŐƚLJƉŝĐĂůůLJƚŚŝŶŬƐ͕ĨĞĞůƐ͕
ƚĂůŬƐ͕ĂŶĚĂĐƚƐ͘DĂŬŝŶŐĂƉĞƌƐŽŶĂĂůůŽǁƐLJŽƵƚŽƌĞůĂƚĞŵŽƌĞĐůŽƐĞůLJǁŝƚŚƚŚĞƉĞƌƐŽŶŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJ
ǁŚŽƐĞŶĞĞĚLJŽƵĂƌĞƚƌLJŝŶŐƚŽƐŽůǀĞĂŶĚĨŽƌĐĞƐLJŽƵƚŽƐƚĞƉŝŶƚŽƚŚĞŝƌƐŚŽĞƐ͘&ŽƌĞdžĂŵƉůĞ͕^ĂŵĂŶĚ'ƌĂĐĞ
ŵĂĚĞĂƉĞƌƐŽŶĂŽĨƐŵĂůůďƵƐŝŶĞƐƐŽǁŶĞƌƐǁŚŽĐŽƵůĚďĞŶĞĮƚĨƌŽŵĮŶĚŝŶŐǁĂLJƐƚŽŐĞƚĂƌŝĚŽĨƚŚĞŝƌƚƌĂƐŚ͘

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dŚĞLJŶĂŵĞĚƚŚĞŝƌƉĞƌƐŽŶĂ͞ƵƐŝŶĞƐƐŽď͕͟ĚƌĞǁĂƉŝĐƚƵƌĞŽĨŚŝŵ͕ĂŶĚĚĞƐĐƌŝďĞĚŚŝŵĂƐƐŽŵĞŽŶĞǁŚŽ
ǁŽƌŬƐǀĞƌLJŚĂƌĚĂŶĚĞĸĐŝĞŶƚůLJĂƐƚŚĞŽŶůLJƉĞƌƐŽŶǁŚŽŬĞĞƉƐŚŝƐďƵƐŝŶĞƐƐƌƵŶŶŝŶŐ͘,ĞĐĂƌĞƐĂďŽƵƚŚŝƐ
ĐƵƐƚŽŵĞƌĞdžƉĞƌŝĞŶĐĞĂŶĚŚĞĐĂƌĞƐĂďŽƵƚƉƌŽƉĞƌƚƌĂƐŚĚŝƐƉŽƐĂůďƵƚŚĞŚĂƐŶŽƟŵĞƚŽĚŽŝƚŚŝŵƐĞůĨ͘dŚŝƐ
ŚĞůƉĞĚ'ƌĂĐĞĂŶĚ^ĂŵďĞƩĞƌƵŶĚĞƌƐƚĂŶĚŚŽǁƚŽĚĞƐŝŐŶĂƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞĨŽƌ͞ƵƐŝŶĞƐƐŽď͘͟

tŚĂƚŝƐĂũŽƵƌŶĞLJŵĂƉ͍ũŽƵƌŶĞLJŵĂƉŝƐĂǁĂLJƚŚĂƚLJŽƵĐĂŶƵŶĚĞƌƐƚĂŶĚŚŽǁƚŚĞƉĞƌƐŽŶLJŽƵĂƌĞƚƌLJŝŶŐ
ƚŽŚĞůƉĞdžƉĞƌŝĞŶĐĞƐƚŚĞŝƌŶĞĞĚƐ͘&ŽƌĞdžĂŵƉůĞ͕'ƌĂĐĞĂŶĚ^ĂŵĚƌĞǁĂŵĂƉŽĨƚŚĞƉƌŽĐĞƐƐƚŚĂƚ͞ƵƐŝŶĞƐƐ
Žď͟ŚĂƐƚŽŐŽƚŚƌŽƵŐŚŝŶŽƌĚĞƌƚŽĚŝƐƉŽƐĞŽĨŚŝƐƚƌĂƐŚ͘ƌĂǁŝŶŐƚŚĞŵĂƉŚĞůƉĞĚƚŚĞŵƌĞĂůŝnjĞĂůůƚŚĞ
ĚŝīĞƌĞŶƚ ǁĂLJƐ ƚŚĂƚ Žď ƚŚŝŶŬƐ ĂďŽƵƚ ƚƌĂƐŚ ĚŝƐƉŽƐĂů ĂŶĚ Ăůů ƚŚĞ ǁĂLJƐ ŝŶ ǁŚŝĐŚ ŚŝƐ ĐƵƌƌĞŶƚ ƉƌŽĐĞƐƐ ŝƐ
ƉĂŝŶĨƵůĨŽƌŚŝŵ͘

Exercise 5.8: Going Deeper


/ƚ͛ƐŝŵƉŽƌƚĂŶƚƚŚĂƚLJŽƵĂƌĞĂďůĞƚŽƵŶĚĞƌƐƚĂŶĚƚŚĞǁŚŽůĞĐŚĂůůĞŶŐĞLJŽƵƌƉŽƚĞŶƟĂůĐƵƐƚŽŵĞƌŝƐ
ĨĂĐŝŶŐ͘&ŽƌĞĂĐŚŽĨLJŽƵƌĂƌĞĂƐŽĨŽƉƉŽƌƚƵŶŝƚLJ͕ŝĚĞŶƟĨLJǁŚŽŚĂƐƚŚĞŶĞĞĚĂŶĚĚƌĂǁƚŚĂƚƉĞƌƐŽŶ͘
ĂƐĞĚŽŶƚŚĞŝŶƚĞƌǀŝĞǁƐLJŽƵŚĂǀĞĐŽŶĚƵĐƚĞĚ͕ŝŶĐůƵĚĞĚĞƚĂŝůƐĂďŽƵƚǁŚĂƚƚŚĂƚƉĞƌƐŽŶƐĂLJƐ͕ĚŽĞƐ͕
ƚŚŝŶŬƐ͕ĂŶĚĨĞĞůƐĂďŽƵƚƚŚĞƉƌŽďůĞŵƚŚĂƚƚŚĞLJŶĞĞĚƐŽůǀĞĚ͘/ƚ͛ƐĞƋƵĂůůLJŝŵƉŽƌƚĂŶƚƚŚĂƚLJŽƵĂƌĞ
ĂďůĞ ƚŽ ƵŶĚĞƌƐƚĂŶĚ ƚŚĞ ĞŶǀŝƌŽŶŵĞŶƚ͕ ďĞŚĂǀŝŽƌƐ ĂŶĚ ĂĐƟǀŝƟĞƐ ŽĨ LJŽƵƌ ƉŽƚĞŶƟĂů ĐƵƐƚŽŵĞƌ͘ hƐĞ
ƚŚĞƐƉĂĐĞďĞůŽǁƚŽĚƌĂǁĂŶŝŵĂŐĞŽĨLJŽƵƌŽďƐĞƌǀĂƟŽŶƐŽĨŚŽǁLJŽƵƌƉŽƚĞŶƟĂůĐƵƐƚŽŵĞƌďĞŚĂǀĞƐ
ĞĂĐŚĚĂLJŝŶƌĞŐĂƌĚƐƚŽƚŚĞĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJďĂƐĞĚŽŶƚŚĞŝŶƚĞƌǀŝĞǁƐLJŽƵĐŽŶĚƵĐƚĞĚ͘

/Ŷ ŽƌĚĞƌ ƚŽ ŐĞƚ ƚŚĞ ŝŶĨŽƌŵĂƟŽŶ ĨŽƌ ƚŚŝƐ͕ LJŽƵ ŵĂLJ ŶĞĞĚ ƚŽ ŐŽ ďĂĐŬ ŽƵƚ ĂŶĚ ĐŽŶĚƵĐƚ ŵŽƌĞ
ŝŶƚĞƌǀŝĞǁƐͲͲŽďƐĞƌǀĞŵŽƌĞ͕ůŝƐƚĞŶŵŽƌĞ͕ƚƌLJŵŽƌĞ͘zŽƵĐĂŶĞǀĞŶŚĂǀĞƚŚĞƉĞƌƐŽŶŝŶĞŶŐĂŐĞǁŝƚŚ
LJŽƵďLJĚƌĂǁŝŶŐǁŚĂƚƚŚĞLJƚŚŝŶŬ͘

ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϭ͗

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EĞĞĚƐDĞƚ͗

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Persona:

:ŽƵƌŶĞLJDĂƉ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϮ͗

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EĞĞĚƐDĞƚ͗

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Persona:

:ŽƵƌŶĞLJDĂƉ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϯ͗

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Persona:

:ŽƵƌŶĞLJDĂƉ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϰ͗

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EĞĞĚƐDĞƚ͗

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Persona:

:ŽƵƌŶĞLJDĂƉ͗

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ZĞŇĞĐƟŽŶ͗ My Community
,Žǁ ĚŽ ƚŚĞ ĂƌĞĂƐ ŽĨ ŽƉƉŽƌƚƵŶŝƚLJ LJŽƵ ŚĂǀĞ ŶŽǁ ĚŝīĞƌ ĨƌŽŵ ƚŚĞ ŽŶĞƐ LJŽƵ ƐƚĂƌƚĞĚ ǁŝƚŚ Ăƚ ƚŚĞ
ďĞŐŝŶŶŝŶŐŽĨƚŚĞĐŚĂƉƚĞƌ͍,ŽǁĚŽƚŚĞĂƌĞĂƐŽĨŽƉƉŽƌƚƵŶŝƚLJLJŽƵŚĂǀĞĚĞǀĞůŽƉĞĚĐŽŶŶĞĐƚǁŝƚŚ
LJŽƵƌĐŽƌĞǀĂůƵĞƐĂŶĚǁŚĂƚLJŽƵĂƌĞƉĂƐƐŝŽŶĂƚĞĂďŽƵƚ͍

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_______________________________________ ǀĞƌLJŐŽŽĚĞŶƚƌĞƉƌĞŶĞƵƌ
ǁŝůůŚĂǀĞƚŽƌĞǀŝƐĞƚŚĞŝƌƉůĂŶƐ
_______________________________________ ŽǀĞƌĂŶĚŽǀĞƌĂŐĂŝŶĂƐƚŚĞLJ
ŐĂŝŶŶĞǁŝŶƐŝŐŚƚƐ͘ZĞŵĞŵďĞƌƚŽ
_______________________________________ ůĞĂǀĞƐŽŵĞƐƉĂĐĞƚŽĐŽŵĞďĂĐŬ͕
ƌĞǀŝƐŝƚLJŽƵƌƌĞŇĞĐƟŽŶ͕ĂŶĚĂĚĚ
_______________________________________ ŵŽƌĞƚŚŽƵŐŚƚƐĂƐŶĞĞĚĞĚ͘

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>> Generating
Great Ideas

6
/ŶƚĞƌĞƐƚƐ͕ZĞůĂƟŽŶƐŚŝƉƐ͕ĂŶĚŶǀŝƌŽŶŵĞŶƚ
ƌĞĂƟŶŐ/ĚĞĂƐ
ĞǀĞůŽƉŝŶŐ/ĚĞĂƐ
/ĚĞĂ&ĞĂƐŝďŝůŝƚLJ
ZĞĮŶĞzŽƵƌ/ĚĞĂ
/ŶƚŚŝƐůĞƐƐŽŶ͕LJŽƵǁŝůůƵƐĞƚŚĞŝŶĨŽƌŵĂƟŽŶLJŽƵŚĂǀĞůĞĂƌŶĞĚĂďŽƵƚLJŽƵƌƌĞůĂƟŽŶƐŚŝƉƐ͕ƐŬŝůůƐ͕
ĂŶĚƌĞƐŽƵƌĐĞƐƚŽĚĞǀĞůŽƉĂŶĚĞǀĂůƵĂƚĞLJŽƵƌďƵƐŝŶĞƐƐŝĚĞĂƐ͘

/ŵƉŽƌƚĂŶƚtŽƌĚƐƚŽ<ŶŽǁ

ZĂǁ/ĚĞĂƐ͗/ĚĞĂƐƚŚĂƚĂƌĞƐƟůůŝŶ
ƚŚĞƉƌŽĐĞƐƐŽĨďĞĐŽŵŝŶŐĐŽŵƉůĞƚĞ
ŝĚĞĂƐ͘
/ĚĞĂƚĞ͗ƐLJƐƚĞŵĨŽƌŐĞŶĞƌĂƟŶŐĂŶĚ
ĐƌĞĂƟŶŐŶĞǁŝĚĞĂƐ͘

WŽƐŝƟŽŶŝŶŐ͗dŚĞƉƌŽĐĞƐƐŽĨƐĞƫŶŐĂ
ƐƉĞĐŝĮĐƉĞƌĐĞƉƟŽŶŽĨLJŽƵƌƉƌŽĚƵĐƚ
ŝŶLJŽƵƌĐƵƐƚŽŵĞƌ͛ƐŵŝŶĚƐĞƚ;ƚŚŝŶŬ
ĂďŽƵƚƚŚĞƋƵĂůŝƚLJ͕ƉƌŝĐĞ͕ƐĞƌǀŝĐĞ͕ĂŶĚ
ŽƚŚĞƌƐƚƌĞŶŐƚŚƐŽĨLJŽƵƌďƵƐŝŶĞƐƐŽƌ
ƉƌŽĚƵĐƚͿ͘
Lesson 6.1: /ŶƚĞƌĞƐƚƐ͕ZĞůĂƟŽŶƐŚŝƉƐ͕ĂŶĚŶǀŝƌŽŶŵĞŶƚ
'ƌĞĂƚŝĚĞĂƐĐĂŶĐŽŵĞĨƌŽŵŵĂŶLJĚŝīĞƌĞŶƚƉůĂĐĞƐ͘dŚĞLJĐĂŶĐŽŵĞĨƌŽŵƌĂŶĚŽŵƚŚŽƵŐŚƚƐĂďŽƵƚĂƚŽƉŝĐ͕Ă
ĚĞƐŝƌĞƚŽĂƩĞŵƉƚƐŽŵĞƚŚŝŶŐŶĞǁ͕ŽƌƚŚĞĚƌŝǀĞƚŽĐƌĞĂƚĞƐŽŵĞƚŚŝŶŐďĞƩĞƌĨŽƌŽƚŚĞƌƐ͘dŚĞĐLJĐůĞŽĨƚƵƌŶŝŶŐ
ƚŚĞƐĞƚŚŽƵŐŚƚƐŝŶƚŽĂǀŝƐŝŽŶ͕ĂŶĚǀŝƐŝŽŶƐŝŶƚŽĂƌĞĂůŝƚLJ͕ŝƐĂƉƌŽĐĞƐƐǁŚŝĐŚŵĂLJƚĂŬĞŵĂŶLJĂƩĞŵƉƚƐĂŶĚ
ŵƵĐŚƚŚŽƵŐŚƚ͘ĞǀĞůŽƉŝŶŐĂďƵƐŝŶĞƐƐŝĚĞĂĐĂŶďĞǀĞƌLJŝŶƟŵŝĚĂƟŶŐĞǀĞŶĨŽƌƚŚĞŵŽƐƚĚƌŝǀĞŶŝŶĚŝǀŝĚƵĂů
ďĞĐĂƵƐĞŽĨŚŽǁƵŶĐĞƌƚĂŝŶŝƚĐĂŶďĞƚŚĂƚLJŽƵŚĂǀĞƚŚĞ͞ƌŝŐŚƚ͟ŝĚĞĂ͘ůƚŚŽƵŐŚŝƚŵĂLJƐĞĞŵĚŝĸĐƵůƚƚŽ
ĐŽŵĞƵƉǁŝƚŚĂŐƌĞĂƚŝĚĞĂ͕ƚŚĞĨŽůůŽǁŝŶŐƐĞĐƟŽŶǁŝůůŚĞůƉLJŽƵƚŽŝĚĞŶƟĨLJƉŽƚĞŶƟĂůŽƉƉŽƌƚƵŶŝƟĞƐ͕ĂŶĚ
ŐŝǀĞLJŽƵĂŶƵŵďĞƌŽĨĂƉƉƌŽĂĐŚĞƐƚŽƵƐĞƚŽŐĞŶĞƌĂƚĞĂŐŽŽĚŝĚĞĂĨŽƌLJŽƵƌƐĞůĨĂŶĚLJŽƵƌĐŽŵŵƵŶŝƚLJ͘

tŚĞŶƚƌLJŝŶŐƚŽďĞĐƌĞĂƟǀĞĂŶĚƚŚŝŶŬŽĨŶĞǁŝĚĞĂƐƌĞŵĞŵďĞƌƚŚĂƚƚŚĞƌĞƌĞĂůůLJŝƐŶŽƐƵĐŚƚŚŝŶŐĂƐĂ͞ŶĞǁ
ŝĚĞĂ͘͟/ŶŶŽǀĂƟŽŶĂŶĚďƌĞĂŬƚŚƌŽƵŐŚĐŽŶĐĞƉƚƐĂƌĞƚŚĞƌĞƐƵůƚŽĨĂŶĞǁĐŽŶŶĞĐƟŽŶďĞƚǁĞĞŶĂůƌĞĂĚLJŬŶŽǁŶ
ŝĚĞĂƐ͘^ŽǁŚĞŶLJŽƵĂƌĞƚƌLJŝŶŐƚŽďĞĐƌĞĂƟǀĞ͕ŽŶĞŽĨƚŚĞďĞƐƚǁĂLJƐƚŽƐƚĂƌƚŝƐďLJůŽŽŬŝŶŐŝŶƐŝĚĞLJŽƵƌƐĞůĨ
ĂŶĚĂƚƚŚĞŶĞĞĚƐŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJͲͲLJŽƵŵĂLJƌĞĂůŝnjĞŶĞǁĐŽŶŶĞĐƟŽŶƐƚŚĂƚĐŽƵůĚƌĞƐƵůƚŝŶĂƉƌŽĚƵĐƚŽƌ
ƐĞƌǀŝĐĞŝĚĞĂǁŝƚŚŐƌĞĂƚƉŽƚĞŶƟĂů͘

Exercise 6.1: DĂŬŝŶŐŽŶŶĞĐƟŽŶƐ


/ŶƚŚĞƉƌĞǀŝŽƵƐĐŚĂƉƚĞƌƐ͕ǁĞ͛ǀĞĂůƌĞĂĚLJĚŝƐĐƵƐƐĞĚŚŽǁƐĞůĨŬŶŽǁůĞĚŐĞĂŶĚĞŶǀŝƌŽŶŵĞŶƚĂůĐŽŶƚĞdžƚ
ǁŝůůƉůĂLJĂůĂƌŐĞƌŽůĞŝŶƚŚĞĚĞǀĞůŽƉŵĞŶƚĂŶĚĞdžĞĐƵƟŽŶŽĨLJŽƵƌďƵƐŝŶĞƐƐŝĚĞĂ͘ĞůŽǁ͕ůŝƐƚLJŽƵƌ
ƉĂƐƐŝŽŶƐ͕ĐŽƌĞǀĂůƵĞƐ͕ĐŽŵŵƵŶŝƚLJŝƐƐƵĞƐ͕ĂŶĚƌĞůĂƟŽŶƐŚŝƉĂĸůŝĂƟŽŶƐ;ŬŶŽǁůĞĚŐĞŽƌũŽďƐŚĞůĚďLJ
ƚŚĞƉĞŽƉůĞŽŶLJŽƵƌŶĞƚǁŽƌŬƚƌĞĞ͘ͿŌĞƌĮůůŝŶŐŝŶƚŚĞĐŽůƵŵŶƐďĞůŽǁ͕ĚƌĂǁĂƌƌŽǁƐďĞƚǁĞĞŶƚŚŽƐĞ
ƚŚŝŶŐƐŝŶƚŚĞĚŝīĞƌĞŶƚĐŽůƵŵŶƐƚŚĂƚƐĞĞŵƌĞůĂƚĞĚƚŽĞĂĐŚŽƚŚĞƌŝŶƐŽŵĞǁĂLJ͘

# Core Values Skills & Passions Areas of ZĞůĂƟŽŶƐŚŝƉ


Opportunity

'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 77
Lesson 6.2: ƌĞĂƟŶŐ/ĚĞĂƐ
/ĚĞĂƟŽŶŝƐĂƚĞƌŵƵƐĞĚƚŽĚĞƐĐƌŝďĞŚŽǁŶĞǁŝĚĞĂƐĂƌĞŐĞŶĞƌĂƚĞĚ͘dŚŝƐůĞƐƐŽŶǁŝůůĞdžƉŽƐĞLJŽƵƚŽƚǁŽ
ĚŝīĞƌĞŶƚŝĚĞĂƟŽŶƉƌŽĐĞƐƐĞƐ͘dŚĞƐĞƉƌŽĐĞƐƐĞƐĂƌĞŶŽƚŐƵĂƌĂŶƚĞĞĚĂŶĚŶŽƚĚĞƐŝŐŶĞĚƚŽǁŽƌŬĞǀĞƌLJƟŵĞ͘
&ŽƌĞdžĂŵƉůĞ͕LJŽƵŵĂLJĮŶĚƚŚĂƚďƌĂŝŶƐƚŽƌŵŝŶŐǁŽƌŬĞĚǁĞůůŽŶĞĚĂLJďƵƚĚŝĚŶŽƚǁŽƌŬĂŶŽƚŚĞƌĚĂLJ͘/ƚ
ŝƐŝŵƉŽƌƚĂŶƚƚŽƚƌLJĞĂĐŚŽĨƚŚĞƐĞŝĚĞĂƟŽŶŵĞƚŚŽĚƐŽƵƚďĞĐĂƵƐĞƚŚĞLJŵŝŐŚƚůĞĂĚƚŽĚŝīĞƌĞŶƚŝŶƐŝŐŚƚƐ͘
ůƚŚŽƵŐŚƐŽŵĞŽĨƚŚĞƐĞƉƌŽĐĞƐƐĞƐŵŝŐŚƚŶŽƚǁŽƌŬĨŽƌLJŽƵƚŚŝƐƟŵĞ͕ƚŚĞLJŵĂLJďĞďĞŶĞĮĐŝĂůƚŽŬŶŽǁŝŶ
ƚŚĞĨƵƚƵƌĞ͘dŚĞƌĞĂƌĞŽƚŚĞƌǁĂLJƐƚŽĐƌĞĂƚĞĂŶĚŐĞŶĞƌĂƚĞƚŚĞƐĞŝĚĞĂƐ͕ĂŶĚƚŚĞƐĞĞdžĞƌĐŝƐĞƐǁŝůůŚŽƉĞĨƵůůLJ
ŚĞůƉLJŽƵƚŽĚĞǀĞůŽƉLJŽƵƌŽǁŶĂƉƉƌŽĂĐŚĞƐ͘hůƟŵĂƚĞůLJ͕ĞĂĐŚŵĞƚŚŽĚŝƐũƵƐƚƚƌLJŝŶŐƚŽŚĞůƉLJŽƵůŽŽŬĂƚƚŚĞ
ǁŽƌůĚŝŶĚŝīĞƌĞŶƚǁĂLJƐƐŽƚŚĂƚLJŽƵŵŝŐŚƚƐĞĞĂĐŽŶŶĞĐƟŽŶLJŽƵĚŝĚŶŽƚƐĞĞďĞĨŽƌĞ͘

ƐLJŽƵďĞŐŝŶLJŽƵƌŝĚĞĂƟŽŶƉƌŽĐĞƐƐ͕ŚĞƌĞĂƌĞƐŽŵĞŐĞŶĞƌĂůŐƵŝĚĞůŝŶĞƐƚŽĨŽůůŽǁƚŚĂƚŵĂLJŚĞůƉLJŽƵ͗

• Don’t judge your ideas too harshly.tŚĞŶLJŽƵĮƌƐƚƐƚĂƌƚƚŽďƌĂŝŶƐƚŽƌŵ͕ŝƚŝƐŝŵƉŽƌƚĂŶƚƚŽŶŽƚ


ũƵĚŐĞLJŽƵƌŝĚĞĂƐĂƚƚŚĞƐĂŵĞƟŵĞƚŚĂƚLJŽƵĂƌĞŐĞŶĞƌĂƟŶŐƚŚĞŵ͘/ĨLJŽƵĂƌĞƚŽŽĐƌŝƟĐĂůǁŚĞŶLJŽƵ
ĂƌĞƚŚŝŶŬŝŶŐŽĨŶĞǁŝĚĞĂƐ͕LJŽƵǁŝůůŵŽƐƚůŝŬĞůLJďĞĐŽŵĞƐƚƵĐŬďĞĐĂƵƐĞLJŽƵǁŝůůĨĞĞůůŝŬĞŶŽŝĚĞĂ
LJŽƵƚŚŝŶŬŽĨŝƐǁŽƌƚŚǁƌŝƟŶŐĚŽǁŶ͘ŽŶ͛ƚďĞĐŽŵĞĐŽŶƐƚƌĂŝŶĞĚďLJLJŽƵƌŽǁŶũƵĚŐĞŵĞŶƚŽƌƚŚĞ
ũƵĚŐĞŵĞŶƚŽĨŽƚŚĞƌƐ͘DĂŬĞƐƵƌĞŝĚĞĂŐĞŶĞƌĂƟŽŶĂŶĚŝĚĞĂĞǀĂůƵĂƟŽŶĂƌĞƚǁŽƐĞƉĂƌĂƚĞƐƚĞƉƐ͘
ͻǀĞƌLJŽŶĞĐĂŶďĞĐƌĞĂƟǀĞ͘^ŽŵĞƟŵĞƐŝƚŝƐĞĂƐLJƚŽƚŚŝŶŬƚŚĂƚƚŚĞƌĞĂƌĞƉĞŽƉůĞǁŚŽĂƌĞĐƌĞĂƟǀĞ
ĂŶĚ ƉĞŽƉůĞ ǁŚŽ ĂƌĞŶ͛ƚ ĐƌĞĂƟǀĞ͕ ďƵƚ ƌĞĂůůLJ ĂŶLJŽŶĞ ĐĂŶ ďĞ ĐƌĞĂƟǀĞ͊ /ƚ ŝƐ Ăůů ĂďŽƵƚ ƚƌƵƐƟŶŐ Ă
ĐƌĞĂƟǀĞƉƌŽĐĞƐƐ͕ĚŽŝŶŐůŽƚƐŽĨƌĞƐĞĂƌĐŚ͕ĂŶĚĮŶĚŝŶŐŝĚĞĂƟŽŶŵĞƚŚŽĚƐƚŚĂƚǁŽƌŬĨŽƌLJŽƵ͘dƌƵƐƚ
ƚŚĂƚLJŽƵǁŝůůŐĂŝŶŝŶƐŝŐŚƚĨƌŽŵĞĂĐŚŝĚĞĂƟŽŶŵĞƚŚŽĚLJŽƵǁŝůůƚƌLJŝŶƚŚŝƐĐŚĂƉƚĞƌͲͲŝĨLJŽƵĚŽŶ͛ƚ͕LJŽƵ
ŵŝŐŚƚŵŝƐƐŽƵƚŽŶĐƌĞĂƟǀĞŝĚĞĂƐLJŽƵĐŽƵůĚŚĂǀĞĐŽŵĞƵƉǁŝƚŚ͊
ͻ/ƚƚĂŬĞƐƟŵĞ͘ĞĐĂƵƟŽƵƐŽĨŝĚĞĂƐƚŚĂƚLJŽƵĐĂŶƚŚŝŶŬŽĨƌŝŐŚƚĂǁĂLJ͘^ŽŵĞƟŵĞƐŝƚŝƐƚĞŵƉƟŶŐ
ƚŽĐůŝŶŐƚŽƚŚĞĮƌƐƚŝĚĞĂƚŚĂƚǁĞƚŚŝŶŬŽĨ͕ďƵƚŝƚŝƐůŝŬĞůLJƚŚĂƚƚŚŽƐĞŝĚĞĂƐĂƌĞĐƌĞĂƚĞĚďĂƐĞĚŽŶ
ƐƵƌĨĂĐĞŬŶŽǁůĞĚŐĞĂďŽƵƚĂƉƌŽďůĞŵĂŶĚŵĂLJŶŽƚďĞƚŚĂƚŐƌĞĂƚ͘ĞŽƉĞŶƚŽŶĞǁŝŶƐŝŐŚƚ͊ZĞĂůůLJ
ŝŶǀĞƐƟŐĂƚĞƚŚĞŶĞĞĚLJŽƵĂƌĞƚƌLJŝŶŐƚŽƐŽůǀĞĂŶĚŐĞƚƚŽŬŶŽǁƚŚĞƉĞŽƉůĞǁŚŽĂƌĞŝŶǀŽůǀĞĚ͘/ƚƚĂŬĞƐ
ƟŵĞƚŽĚŽƚŚŝƐŬŝŶĚŽĨƌĞƐĞĂƌĐŚ͘ĞƉĂƟĞŶƚ͘
ͻ/ĚĞŶƟĨLJƚŚĞƉƌŽďůĞŵLJŽƵĂƌĞƚƌLJŝŶŐƚŽƐŽůǀĞ͘ZĞĂůůLJŐƌĞĂƚŝĚĞĂƐĂƌĞŶ͛ƚƵƐĞĨƵůƚŽƉĞŽƉůĞŝŶLJŽƵƌ
ĐŽŵŵƵŶŝƚLJŝĨƚŚĞLJĂƌĞŶŽƚƐŽůǀŝŶŐĂƌĞĂůƉƌŽďůĞŵ͘KŶĞǁĂLJƚŽŐĞƚƉĂƐƚLJŽƵƌƐƵƌĨĂĐĞƵŶĚĞƌƐƚĂŶĚŝŶŐ
ŽĨĂƐŝƚƵĂƟŽŶĂŶĚƚŽŐĞƚĚŽǁŶƚŽƚŚĞƌĞĂůƉƌŽďůĞŵŝƐďLJĐŽŶƟŶƵŝŶŐƚŽĂƐŬ͞ǁŚLJ͍͟tŚĞŶLJŽƵĂƐŬ
ǁŚLJƉĞŽƉůĞĂĐƚƚŚĞǁĂLJƚŚĞLJĚŽŽƌƚŚŝŶŬƚŚĞǁĂLJƚŚĞLJĚŽ͕LJŽƵŵĂLJƌĞĂůŝnjĞƚŚĂƚƚŚĞƉƌŽďůĞŵLJŽƵ
ƚŚŽƵŐŚƚLJŽƵǁĞƌĞƚƌLJŝŶŐƚŽƐŽůǀĞƌĞĂůůLJŝƐŶ͛ƚĂƉƌŽďůĞŵĂŶĚƚŚĂƚƚŚĞƌĞŝƐĂŵƵĐŚŵŽƌĞŝŶƚĞƌĞƐƟŶŐ͕
ůĞƐƐŽďǀŝŽƵƐƉƌŽďůĞŵƚŚĂƚŶĞĞĚƐƚŽďĞƐŽůǀĞĚ͘,ŽƉĞĨƵůůLJďĞĐĂƵƐĞLJŽƵŚĂǀĞƚĂŬĞŶƟŵĞƚŽŐĞƚƚŽ
ŬŶŽǁLJŽƵƌĐŽŵŵƵŶŝƚLJŝŶƉƌĞǀŝŽƵƐĐŚĂƉƚĞƌƐ͕LJŽƵǁŝůůŚĂǀĞĂůƌĞĂĚLJĚĞǀĞůŽƉĞĚĂŶƵŶĚĞƌƐƚĂŶĚŝŶŐ
ŽĨƌĞĂůŶĞĞĚƐŽĨƉĞŽƉůĞŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJ͘hƐĞƚŚŽƐĞŶĞĞĚƐƚĂƚĞŵĞŶƚƐĂƐLJŽƵŵŽǀĞĨŽƌǁĂƌĚ
ŝŶƚŽŝĚĞĂƟŽŶ͘

ZĞŵĞŵďĞƌƚŚĞƐĞŐƵŝĚĞůŝŶĞƐĂƐLJŽƵďĞŐŝŶƚŽǁŽƌŬƚŚƌŽƵŐŚƚŚĞĞdžĞƌĐŝƐĞƐŝŶƚŚŝƐůĞƐƐŽŶ͘

dŚŝŶŬŽĨDĂŶLJ/ĚĞĂƐ
ƌĂŝŶƐƚŽƌŵŝŶŐŝƐĂŵĞƚŚŽĚƚŽŐĞŶĞƌĂƚĞĂůĂƌŐĞƋƵĂŶƟƚLJŽĨŝĚĞĂƐŝŶĂƐŚŽƌƚƉĞƌŝŽĚŽĨƟŵĞ͘&ŝƌƐƚLJŽƵŶĞĞĚ
ƚŽĐŚŽŽƐĞŽŶĞŽĨƚŚĞŶĞĞĚƐƚĂƚĞŵĞŶƚƐLJŽƵĐƌĞĂƚĞĚƚŽƵƐĞĂƐĂĨƌĂŵĞǁŽƌŬ͘ůůŽĨƚŚĞŝĚĞĂƐLJŽƵŐĞŶĞƌĂƚĞ
ƐŚŽƵůĚĨŽĐƵƐŽŶƐŽůǀŝŶŐƚŚŝƐŶĞĞĚ͘EĞdžƚ͕LJŽƵŶĞĞĚƚŽƐĞƚĂƟŵĞĨŽƌŚŽǁůŽŶŐLJŽƵǁŝůůďƌĂŝŶƐƚŽƌŵ͘zŽƵ
ƐŚŽƵůĚĂŝŵĨŽƌĂďŽƵƚϮϬͲϯϬŵŝŶƵƚĞƐƉĞƌƐĞƐƐŝŽŶ͘dŚĞŶĞdžƚƐƚĞƉŝƐũƵƐƚǁƌŝƟŶŐĚŽǁŶĂůůƚŚĞŝĚĞĂƐLJŽƵ
ĐŽŵĞƵƉǁŝƚŚ͘dŚŝƐĐĂŶďĞĚŽŶĞďLJLJŽƵƌƐĞůĨŽƌŝŶĂŐƌŽƵƉ͘/ƚŝƐŝŵƉŽƌƚĂŶƚƚŽƌĞŵĞŵďĞƌŶŽƚƚŽĐƌŝƟĐŝnjĞ
ŽƌĐƌŝƟƋƵĞĂŶLJŽĨƚŚĞŝĚĞĂƐLJŽƵŐĞŶĞƌĂƚĞǁŚŝůĞďƌĂŝŶƐƚŽƌŵŝŶŐ͘͘͘ĞǀĞŶƚŚĞŽŶĞƐƚŚĂƚƐĞĞŵŝŵƉŽƐƐŝďůĞ͘/ƚ
ŝƐŝŵƉŽƌƚĂŶƚƚŽũƵƐƚůĞƚLJŽƵƌĐƌĞĂƟǀŝƚLJŇŽǁ͊dŚĞĨŽĐƵƐŽĨƚŚŝƐĞdžĞƌĐŝƐĞŝƐƋƵĂŶƟƚLJŶŽƚƋƵĂůŝƚLJŽĨŝĚĞĂƐ͘

78 | T hinking | Generating Great Ideas


Exercise 6.2: Brainstorming
/ŶƚŚĞƐƉĂĐĞďĞůŽǁ͕ĮƌƐƚǁƌŝƚĞĚŽǁŶƚŚĞĂƌĞĂƐŽŶŽƉƉŽƌƚƵŶŝƚLJƚŚĂƚLJŽƵĚĞǀĞůŽƉĞĚŝŶŚĂƉƚĞƌϯ͘
dŚĞŶďƌĂŝŶƐƚŽƌŵǁĂLJƐƚŽŵĞĞƚƚŚŽƐĞŶĞĞĚƐ͘

ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϭ͗

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ƌĞĂƐŽĨKƉƉŽƌƚƵŶŝƚLJηϮ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϯ͗

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϰ͗

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80 | T hinking | Generating Great Ideas


dŚŝŶŬ/ŶEĞǁtĂLJƐ
tŽƌĚĐŽŶŶĞĐƟŽŶƐĂƌĞĂŶŝĚĞĂŐĞŶĞƌĂƟŽŶŵĞƚŚŽĚƚŚĂƚǁŝůůŚĞůƉLJŽƵĚĞǀĞůŽƉŝĚĞĂƐƚŚĂƚĂƌĞŽƵƚŽĨƚŚĞ
ŽƌĚŝŶĂƌLJ͘WŝĐŬĂǁŽƌĚƚŽĚĞƐĐƌŝďĞƚŚĞƉƌŽďůĞŵLJŽƵĂƌĞĐƵƌƌĞŶƚůLJƚƌLJŝŶŐƚŽƐŽůǀĞ͘dŚĂƚǁŽƌĚǁŝůůďĞLJŽƵƌ
ŽďũĞĐƚ͘&ŽƌĞdžĂŵƉůĞ͕ŝĨƚŚĞƉƌŽďůĞŵŝƐƚŚĂƚĂǀŝůůĂŐĞůĂĐŬƐĐůĞĂŶǁĂƚĞƌ͕LJŽƵƌŽďũĞĐƚǁŽƌĚŵŝŐŚƚďĞǁĂƚĞƌ͘
EĞdžƚ͕ƵƐĞĞŝƚŚĞƌLJŽƵƌƐĞůĨŽƌĂĚŝĐƟŽŶĂƌLJƚŽĐŽŵĞƵƉǁŝƚŚĂůŝƐƚŽĨƌĂŶĚŽŵŶŽƵŶƐŶŽƚĚŝƌĞĐƚůLJƌĞůĂƚĞĚƚŽ
LJŽƵƌŽďũĞĐƚͲͲƚŚĞƐĞǁŝůůďĞLJŽƵƌƌĞƐƉŽŶƐĞǁŽƌĚƐ͘/ƚŝƐŝŵƉŽƌƚĂŶƚƚŚĂƚƚŚĞƌĞŝƐŶŽƚĂůƌĞĂĚLJĂĐŽŶŶĞĐƟŽŶ
ďĞƚǁĞĞŶƚŚĞŽďũĞĐƚĂŶĚƌĞƐƉŽŶƐĞǁŽƌĚ͘/ĨǁĂƚĞƌŝƐLJŽƵƌŽďũĞĐƚǁŽƌĚ͕ĮƐŚǁŽƵůĚďĞĂŶĞdžĂŵƉůĞŽĨĂ
ďĂĚ ƌĞƐƉŽŶƐĞ ǁŽƌĚ͘ Ŷ ĞdžĂŵƉůĞ ŽĨ ŐŽŽĚ ƌĞƐƉŽŶƐĞ ǁŽƌĚƐ ĨŽƌ ǁĂƚĞƌ ǁŽƵůĚ ďĞ͗ ďŝŬĞ͕ ĚŽĐƵŵĞŶƚĂƟŽŶ͕
ĂŶĚĨĂƐŚŝŽŶ͘ŌĞƌLJŽƵŚĂǀĞLJŽƵƌŽďũĞĐƚĂŶĚƌĞƐƉŽŶƐĞǁŽƌĚƐŝƚŝƐƟŵĞƚŽƐƚĂƌƚŐĞŶĞƌĂƟŶŐŝĚĞĂƐ͘dƌLJƚŽ
ĐŽŶŶĞĐƚLJŽƵƌŽďũĞĐƚǁŽƌĚƚŽLJŽƵƌƌĞƐƉŽŶƐĞǁŽƌĚŝŶƚĞƌŵƐŽĨƚŚĞƉƌŽďůĞŵ͘tƌŝƚĞLJŽƵƌĞdžƉůĂŶĂƟŽŶ͕Žƌ
ŶĂƌƌĂƟŽŶ͕ŽĨLJŽƵƌƚŚŽƵŐŚƚƉƌŽĐĞƐƐĨŽƌƚŚĞĐŽŶŶĞĐƟŽŶƐ͘1

'ƌĂĐĞĂŶĚ^Ăŵ͛ƐĨƌŝĞŶĚƐŚĂǀĞƌĞĂůŝnjĞĚƚŚĂƚƚŚĞLJǁĂŶƚƚŽĐƌĞĂƚĞĂďƵƐŝŶĞƐƐŝĚĞĂƚŚĂƚĂĚĚƌĞƐƐĞƐƚŚĞŶĞĞĚ
ƚŽ ĐůĞĂŶ ƵƉ ƚŚĞ ƚƌĂƐŚ ŝŶ ƚŚĞŝƌ ĐŽŵŵƵŶŝƚLJ͘ ^Ăŵ ĂŶĚ 'ƌĂĐĞ ƐƵŐŐĞƐƚĞĚ ƚŚĞLJ ƚƌLJ ƚŚĞ ǁŽƌĚ ĐŽŶŶĞĐƟŽŶƐ
ŵĞƚŚŽĚĨŽƌŐĞŶĞƌĂƟŶŐŝĚĞĂƐ͘dŚĞLJƵƐĞĚ͞ƚƌĂƐŚ͟ĂƐƚŚĞŝƌŽďũĞĐƚĂŶĚŶĂƌƌĂƚĞĚŚŽǁƚŚŝƐĐŽŶŶĞĐƚƐƚŽƚŚĞŝƌ
ƌĞƐƉŽŶƐĞǁŽƌĚƐ͘

KďũĞĐƚ ZĞƐƉŽŶƐĞ

Trash Food

Car

Chair

Food. The consumption of food generates trash that will need to be collected. A trash
collection company could target restaurants and market establishments as customers.

Car. Cars are a large part of transportation to far away destinations. Often, much
trash builds up in peoples cars. As a way of promotion, the trash collection company could
RŦHUVSHFLDOGHDOVIRUFOHDQLQJRXWFDUVWRKHOSJHWWKHQDPHRIWKHFRPSDQ\RXW

Chair. The trash collection company will need to consider how it will dispose of large
items such as furniture including chairs. To better address this issue with as little
WURXEOHDVSRVVLEOHWKURXJKRXWWKH\HDUWKH\PLJKWFKRRVHWRKDYHDVSHFLŤFGD\RQD
regular basis that is meant for picking up large items so that they can better manage
the burden of transporting large items.

dŚƌŽƵŐŚƚŚŝƐĞdžĞƌĐŝƐĞƚŚĞLJŚĂǀĞĐŽŵĞƵƉǁŝƚŚŶĞǁŝĚĞĂƐĨŽƌƚŚĞŝƌƚƌĂƐŚƌĞŵŽǀĂůďƵƐŝŶĞƐƐŽƌŶĞǁĨĞĂƚƵƌĞƐ
ŽĨƚŚĂƚďƵƐŝŶĞƐƐũƵƐƚďLJƚŚŝŶŬŝŶŐĂďŽƵƚƚŚĞƐĞǁŽƌĚƐƚŚĂƚƚŚĞLJƚŚŽƵŐŚƚŚĂĚŶŽƚŚŝŶŐƚŽĚŽǁŝƚŚƚŚĞŝƌŝĚĞĂ͊
dŚĞLJŵĂLJƵƐĞƚŚĞƐĞŝĚĞĂƐŽƌƚŚĞLJŵĂLJŶŽƚďƵƚƚŚŝƐĚĞĮŶŝƚĞůLJŐŽƚƚŚĞŵƚŚŝŶŬŝŶŐĐƌĞĂƟǀĞůLJĂďŽƵƚƚŚĞŝƌ
ďƵƐŝŶĞƐƐ͘

Exercise 6.3: tŽƌĚŽŶŶĞĐƟŽŶƐ


/ŶƐĞƌƚĂǁŽƌĚƌĞůĂƚĞĚƚŽLJŽƵƌŶĞĞĚƐƚĂƚĞŵĞŶƚŝŶƚŚĞŽďũĞĐƚĐŽůƵŵŶĂŶĚĐŽŵĞƵƉǁŝƚŚĂůŝƐƚŽĨ
ƵŶƌĞůĂƚĞĚǁŽƌĚƐ͘dŚĞŶǁƌŝƚĞĚŽǁŶǁĂLJƐŝŶǁŚŝĐŚLJŽƵƌŽďũĞĐƚĂŶĚƌĞƐƉŽŶƐĞǁŽƌĚƐĐŽŶŶĞĐƚ͘zŽƵ
ŵĂLJĮŶĚƚŚĂƚLJŽƵǁĂŶƚƚŽƚƌLJƚŚŝƐĞdžĞƌĐŝƐĞĂĐŽƵƉůĞƟŵĞƐĨŽƌĞĂĐŚŶĞĞĚLJŽƵŚĂǀĞŝĚĞŶƟĮĞĚ͘

ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϭ͗
KďũĞĐƚ ZĞƐƉŽŶƐĞ

'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 81
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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϮ͗
KďũĞĐƚ ZĞƐƉŽŶƐĞ

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82 | T hinking | Generating Great Ideas


ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϯ͗
KďũĞĐƚ ZĞƐƉŽŶƐĞ

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ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϰ͗
KďũĞĐƚ ZĞƐƉŽŶƐĞ

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'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 83
DĂƉƉŝŶŐĂŶĚǀĂůƵĂƟŶŐzŽƵƌ/ĚĞĂƐ
EŽǁƚŚĂƚLJŽƵ͛ǀĞĚĞǀĞůŽƉĞĚƐŽŵĞŝĚĞĂƐ͕LJŽƵŶŽǁŶĞĞĚƚŽĞǀĂůƵĂƚĞƚŚĞŵ͘ǀĂůƵĂƟŽŶǁŝůůĂůůŽǁLJŽƵƚŽ
ƌĞŵŽǀĞƐŽŵĞŝĚĞĂƐŝŶŽƌĚĞƌƚŽĨŽĐƵƐŽŶƚŚĞŐŽŽĚŽŶĞƐ͘/ŶƚŚŝƐĞǀĂůƵĂƟŽŶŵĞƚŚŽĚ͕LJŽƵŶĞĞĚƚŽĐůĂƐƐŝĨLJ
LJŽƵƌ ŝĚĞĂƐ ŝŶƚŽ ƚŚƌĞĞ ƐĞƉĂƌĂƚĞ ĐĂƚĞŐŽƌŝĞƐ͘ dŚĞƐĞ ĐĂƚĞŐŽƌŝĞƐ ĂƌĞ͗ ŐƌŽƵŶĚ͕ ŚŽƌŝnjŽŶ͕ ĂŶĚ ƐŬLJ͘ ͞'ƌŽƵŶĚ͟
ŝĚĞĂƐĂƌĞƚŚĞŵŽƐƚďĂƐŝĐƐŽůƵƟŽŶƐLJŽƵĐĂŶĐŽŵĞƵƉǁŝƚŚďƵƚƚŚĂƚĂƌĞŶŽƚǀĞƌLJŝŶŶŽǀĂƟǀĞ͘͞^ŬLJ͟ŝĚĞĂƐ
ĂƌĞǁŝůĚĂŶĚĐƌĂnjLJŝĚĞĂƐƚŚĂƚLJŽƵĐĂŶƌĞĂĐŚĨŽƌďƵƚƚŚĂƚĂƌĞƚŽŽĚŝĸĐƵůƚƚŽŽďƚĂŝŶ͘dŚĞƐƉĂĐĞŝŶďĞƚǁĞĞŶ
ƚŚĞŐƌŽƵŶĚĂŶĚƐŬLJŝƐƚŚĞŚŽƌŝnjŽŶ͘/ĚĞĂƐƚŚĂƚĮƚŝŶƚŽƚŚĞ͞ŚŽƌŝnjŽŶ͟ĐĂƚĞŐŽƌLJĂƌĞŝĚĞĂƐƚŚĂƚLJŽƵĐĂŶƐĞĞ
ďƵƚƚŚĂƚLJŽƵĐĂŶ͛ƚŐĞƚƚŽƌŝŐŚƚĂǁĂLJ͘dŚĞLJĂƌĞĂĐŚŝĞǀĂďůĞŝĚĞĂƐͲͲŶŽƚƚŽŽďĂƐŝĐĂŶĚŶŽƚƚŽŽƵŶƌĞĂůŝƐƟĐͲ
ͲƚŚĂƚLJŽƵĐĂŶŵĂŬĞĂƉůĂŶƚŽŐĞƚƚŽ͘ŌĞƌŵĂƉƉŝŶŐLJŽƵƌŝĚĞĂƐŝŶƚŽƚŚĞƐĞĐĂƚĞŐŽƌŝĞƐ͕LJŽƵĐĂŶďĞŐŝŶƚŽ
ďƌĂŝŶƐƚŽƌŵǁĂLJƐƚŽŵŽǀĞŝĚĞĂƐƵƉŽƌĚŽǁŶŝŶƚŽƚŚĞ͞ŚŽƌŝnjŽŶ͘͟zŽƵĐĂŶƚŚŝŶŬĂďŽƵƚǁĂLJƐŽĨŵĂŬŝŶŐ͞ƐŬLJ͟
ŝĚĞĂƐŵŽƌĞƌĞĂůŝƐƟĐĂŶĚ͞ŐƌŽƵŶĚ͟ŝĚĞĂƐŵŽƌĞŝŶŶŽǀĂƟǀĞ͘

^ĂŵĂŶĚ'ƌĂĐĞŚĞůƉĞĚƚŚĞŝƌĨƌŝĞŶĚƐŵĂƉƚǁŽŽĨƚŚĞŝĚĞĂƐƚŚĂƚƚŚĞLJŚĂǀĞŐĞŶĞƌĂƚĞĚƐŽĨĂƌ͘dŚĞLJĚĞĐŝĚĞĚ
ƚŚĂƚŽŶĞŝĚĞĂĮƚƚŚĞ͞ƐŬLJ͟ĐĂƚĞŐŽƌLJĂŶĚŽŶĞŝĚĞĂĮƚƚŚĞ͞ŐƌŽƵŶĚ͟ĐĂƚĞŐŽƌLJ͕ďƵƚƚŚĂƚŶŽŶĞŽĨƚŚĞŝƌŝĚĞĂƐ
ƌĞĂůůLJůĂŶĚĞĚŝŶƚŚĞ͞ŚŽƌŝnjŽŶ͘͟

Remove trash from community

Use all of the trash to create


recycled artwork throughout
the city

Use a hand pulled wagon


to collect trash from the
community

^ĂŵĂŶĚ'ƌĂĐĞŚĞůƉĞĚƚŚĞŝƌĨƌŝĞŶĚƐƌĞĂƐƐĞƐƐƚŚĞŝĚĞĂƐŽŶƚŚĞŝƌŵĂƉ͘dŽŐĞƚŚĞƌƚŚĞLJďƌĂŝŶƐƚŽƌŵĞĚǁĂLJƐ
ƚŽŵĂŬĞƚŚĞŝƌ͞ŐƌŽƵŶĚ͟ŝĚĞĂƐŵŽƌĞĞdžĐŝƟŶŐĂŶĚƚŚĞŝƌ͞ƐŬLJ͟ŝĚĞĂƐŵŽƌĞĂĐŚŝĞǀĂďůĞ͘dŚƌŽƵŐŚƚŚŝƐƉƌŽĐĞƐƐ
ƚŚĞLJǁĞƌĞĂďůĞƚŽŐĞŶĞƌĂƚĞƚǁŽŶĞǁŝĚĞĂƐƚŚĂƚǁĞƌĞŝŶƚŚĞ͞ŚŽƌŝnjŽŶ͘͟

Remove trash from community

Use all of the trash to create


recycled artwork throughout
the city

Sort the trash into Modify a bicycle to attach a


recyclable, non recyclable wagon for trash collection
and organic material.
Compost the organic, sell the
recyclable to the factory and
make artwork from some of
the non recyclable material

Use a hand pulled wagon


to collect trash from the
community

84 | T hinking | Generating Great Ideas


džĞƌĐŝƐĞϲ͘ϰ͗/ĚĞĂDĂƉƉŝŶŐ
tƌŝƚĞĂƐŚŽƌƚĚĞƐĐƌŝƉƟŽŶŽĨĞĂĐŚŶĞĞĚƐƚĂƚĞŵĞŶƚŝŶƚŚĞƐƉĂĐĞƉƌŽǀŝĚĞĚĂƚƚŚĞƚŽƉŽĨĞĂĐŚĐŽůƵŵŶ͘dŚĞŶ͕ŝŶƚŚĞƐƉĂĐĞďĞůŽǁ͕ŵĂƉĂůůƚŚĞ
ĚŝīĞƌĞŶƚŝĚĞĂƐLJŽƵŚĂǀĞĐŽŵĞƵƉǁŝƚŚĨŽƌĞĂĐŚĂƌĞĂŽĨŽƉƉŽƌƚƵŶŝƚLJ͘ŌĞƌŵĂƉƉŝŶŐĂůůƚŚĞŝĚĞĂƐ͕ŝĚĞŶƟĨLJǁĂLJƐƚŽŵŽǀĞƚŚĞŝĚĞĂƐƵƉŽƌ
ĚŽǁŶŝŶƚŽƚŚĞ͞ŚŽƌŝnjŽŶ͘͟

ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϭ ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϮ ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϯ ƌĞĂŽĨKƉƉŽƌƚƵŶŝƚLJηϰ

'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 85
/Ŷ ƚŚŝƐ ĐŚĂƉƚĞƌ͕ LJŽƵ ŚĂǀĞ ĂůƌĞĂĚLJ ĚĞǀĞůŽƉĞĚ ƐĞǀĞƌĂů ŝĚĞĂƐ ƚŽ ŵĞĞƚ ŶĞĞĚƐ LJŽƵ ŚĂǀĞ ŝĚĞŶƟĮĞĚ ŝŶ LJŽƵƌ
ĐŽŵŵƵŶŝƚLJ͘EŽǁŝƚ͛ƐƟŵĞƚŽĐŚŽŽƐĞƚŚƌĞĞŽĨƚŚŽƐĞŝĚĞĂƐĂŶĚĚĞǀĞůŽƉƚŚĞŵŝŶƚŽŵŽƌĞĐŽŵƉůĞƚĞŝĚĞĂƐ͘
dŚĞŝĚĞĂƐLJŽƵĐŚŽŽƐĞƚŽĚĞǀĞůŽƉƐŚŽƵůĚĮƚŝŶƚŽƚŚĞ͞ŚŽƌŝnjŽŶ͟ĐĂƚĞŐŽƌLJŽŶLJŽƵƌŝĚĞĂŵĂƉ͘

/ĨLJŽƵĂƌĞƵŶŚĂƉƉLJǁŝƚŚLJŽƵƌŝĚĞĂƐĂŌĞƌĮůůŝŶŐŽƵƚƚŚĞŵĂƉLJŽƵŵŝŐŚƚǁĂŶƚƚŽŐŽďĂĐŬƚŽƚŚĞďĞŐŝŶŶŝŶŐ
ŽĨƚŚĞĐŚĂƉƚĞƌĂŶĚŐĞŶĞƌĂƚĞƐŽŵĞŵŽƌĞŝĚĞĂƐ͘dŚĂƚ͛ƐŽŬĂLJ͊dŚĞŝĚĞĂŐĞŶĞƌĂƟŽŶƉƌŽĐĞƐƐŝƐĮůůĞĚǁŝƚŚ
ƌĞǀŝƐŝŶŐĂŶĚƌĞƚŚŝŶŬŝŶŐ͘Ϯ/ĨLJŽƵƚŚŝŶŬƚŚĞŝĚĞĂƐŝŶƚŚĞ͞ŚŽƌŝnjŽŶ͟ŽĨLJŽƵƌŝĚĞĂŵĂƉŚĂǀĞĂůŽƚŽĨƉŽƚĞŶƟĂů͕
ƚŚĞŶŵŽǀĞĨŽƌǁĂƌĚŝŶƚŽƚŚĞŶĞdžƚĞdžĞƌĐŝƐĞ͘

Exercise 6.5: Moving Forward


WŝĐŬƚŚƌĞĞŝĚĞĂƐĨƌŽŵƚŚĞ͞ŚŽƌŝnjŽŶ͟ŽŶLJŽƵƌŝĚĞĂŵĂƉƚŚĂƚLJŽƵƚŚŝŶŬŚĂǀĞƚŚĞŵŽƐƚƉŽƚĞŶƟĂů͘
ƌŝĞŇLJƐƵŵŵĂƌŝnjĞĞĂĐŚŽĨLJŽƵƌŝĚĞĂƐ͗

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Lesson 6.3: Developing Ideas


EŽǁƚŚĂƚLJŽƵŚĂǀĞƚŚƌĞĞƐŽůŝĚŝĚĞĂƐƚŚĂƚLJŽƵƚŚŝŶŬŚĂǀĞƉŽƚĞŶƟĂů͕ŝƚŝƐƟŵĞƚŽƌĞĮŶĞĂŶĚĚĞǀĞůŽƉƚŚŽƐĞ
ŝĚĞĂƐ͘dŚĞƌĞĂƌĞŵĂŶLJĚŝīĞƌĞŶƚǁĂLJƐƚŽŐŽĂďŽƵƚƚŚŝƐďƵƚƚǁŽŽĨƚŚĞďĞƐƚǁĂLJƐĂƌĞďLJĂĐƟŶŐŽƵƚLJŽƵƌ
ŝĚĞĂĂŶĚŐĞƫŶŐĨĞĞĚďĂĐŬĨƌŽŵƉĞŽƉůĞŝŶƚŚĞĐŽŵŵƵŶŝƚLJǁŚŽƐĞŶĞĞĚLJŽƵĂƌĞĨƵůĮůůŝŶŐ͘

dƌLJ/ƚKƵƚ
ŐƌĞĂƚǁĂLJƚŽĚĞƌŝǀĞŶĞǁŝĚĞĂƐŝƐďLJƉŚLJƐŝĐĂůůLJŐĞƫŶŐƵƉĂŶĚĞdžƉĞƌŝĞŶĐŝŶŐLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ
ƐŽůƵƟŽŶ͘ dŚŝƐ ƌĞƋƵŝƌĞƐ ƐĞƫŶŐ ƵƉ ĂŶ ĞdžƉĞƌŝĞŶĐĞͲͲĐŽŵƉůĞƚĞ ǁŝƚŚ ŶĞĐĞƐƐĂƌLJ ĂƌƟĨĂĐƚƐ ĂŶĚ ƉĞŽƉůĞͲͲĂŶĚ
ƉŚLJƐŝĐĂůůLJ ͞ƚĞƐƟŶŐ͟ ŝƚ͘ zŽƵƌ ŐŽĂů ŝƐ ƚŽ ĨŽĐƵƐ ŽŶ ƚŚĞ ǁĂLJ LJŽƵ ŝŶƚĞƌĂĐƚ ǁŝƚŚ LJŽƵƌ ĞŶǀŝƌŽŶŵĞŶƚ ĂŶĚ ƚŚĞ
ĐŚŽŝĐĞƐ LJŽƵ ŵĂŬĞ ǁŚŝůĞ ŝŶ ŝƚ͘ tŚĞŶ LJŽƵ ĂƌĞ ƉŚLJƐŝĐĂůůLJ ĂĐƟŶŐ ŽƵƚ ĂŶ ŝĚĞĂ͕ ŝƚ ŝƐ ĞĂƐŝĞƌ ƚŽ ŐĞƚ ŝŶ LJŽƵƌ
ĐƵƐƚŽŵĞƌ͛ƐƐŚŽĞƐĂŶĚŐĞŶĞƌĂƚĞŝĚĞĂƐLJŽƵŵŝŐŚƚŶŽƚŚĂǀĞƌĞĂůŝnjĞĚďLJƚĂůŬŝŶŐŽƌĚƌĂǁŝŶŐ͘

'ƌĂĐĞĂŶĚ^Ăŵ͛ƐĨƌŝĞŶĚƐĚĞĐŝĚĞĚƚŽƚƌLJƚŚŝƐŵĞƚŚŽĚƚŽĞdžƉůŽƌĞƚŚĞŝƌƚƌĂƐŚƌĞŵŽǀĂůŝĚĞĂŵŽƌĞƚŚŽƌŽƵŐŚůLJ͘
dŚĞLJǀŝƐŝƚĞĚŚŽŵĞƐĂŶĚůŽĐĂůƐŵĂůůďƵƐŝŶĞƐƐĞƐĂŶĚŽďƐĞƌǀĞĚŚŽǁƉĞŽƉůĞŐĞŶĞƌĂƚĞƚƌĂƐŚĂŶĚĚŝƐƉŽƐĞ
ŽĨŝƚ;ŽƌĚŽŶ͛ƚĚŝƐƉŽƐĞŽĨŝƚ͘ͿdŚĞLJĂůƐŽǀŝƐŝƚĞĚƚŚĞůŽĐĂůƚƌĂƐŚĚŝƐƉŽƐĂůĨĂĐŝůŝƚLJĂŶĚǁĂůŬĞĚƚŚƌŽƵŐŚǁŚĂƚ
ŝƚǁŽƵůĚďĞůŝŬĞƚŽďƌŝŶŐƚƌĂƐŚƚŚĞƌĞƚŽĚŝƐƉŽƐĞŽĨŝƚ͘tŚĂƚƚŚĞLJůĞĂƌŶĞĚǁĂƐƚŚĂƚǁŚŝůĞŵĂŶLJƉĞŽƉůĞ
ǁĂŶƚĞĚƚŽĚŝƐƉŽƐĞŽĨƚŚĞŝƌƚƌĂƐŚƉƌŽƉĞƌůLJ͕ƚŚĞLJĚŝĚŶ͛ƚŬŶŽǁŚŽǁƚŽƐŽƌƚƚŚĞĚŝīĞƌĞŶƚƚƌĂƐŚŝƚĞŵƐŶŽƌĚŝĚ
ƚŚĞLJŚĂǀĞƚŚĞƟŵĞƚŽďƌŝŶŐŝƚĂůůƚŚĞǁĂLJƚŽƚŚĞƚƌĂƐŚĨĂĐŝůŝƚLJĂŶĚƌĞĐLJĐůŝŶŐĨĂĐƚŽƌLJ͘

86 | T hinking | Generating Great Ideas


Exercise 6.6: Act it out
ŌĞƌĂĐƟŶŐŽƵƚĞĂĐŚŽĨLJŽƵƌŝĚĞĂƐ͕ƌĞĐŽƌĚĂŶLJŝŶƐŝŐŚƚƐLJŽƵŚĂǀĞŐĂŝŶĞĚďĞůŽǁ͘,ĂƐĂƐƉĞĐƚƐŽĨ
LJŽƵƌŝĚĞĂƐĐŚĂŶŐĞĚ͍tŚLJŽƌǁŚLJŶŽƚ͍

/ŶƐŝŐŚƚƐĨŽƌŝĚĞĂηϭ͗

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/ŶƐŝŐŚƚƐĨŽƌŝĚĞĂηϮ͗

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/ŶƐŝŐŚƚƐĨŽƌŝĚĞĂηϯ͗

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'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 87
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tŚĞŶ LJŽƵ ĂƌĞ ĚĞǀĞůŽƉŝŶŐ Ăůů ŽĨ LJŽƵƌ ŝĚĞĂƐ͕ ŝƚ ŝƐ ŝŵƉŽƌƚĂŶƚ ƚŽ ƌĞŵĞŵďĞƌ ƚŚĂƚ ƚŚĞLJ ĂƌĞ ŽŶůLJ ŽƉŝŶŝŽŶƐ
ƵŶůĞƐƐLJŽƵĂĐƟǀĞůLJŐŽŽƵƚŝŶƚŽƚŚĞĐŽŵŵƵŶŝƚLJĂŶĚĚŽƌĞƐĞĂƌĐŚ͘zŽƵŚĂǀĞĂůƌĞĂĚLJĚŽŶĞƐŽŵĞƌĞƐĞĂƌĐŚ
ǁŚĞŶLJŽƵĚĞǀĞůŽƉĞĚŶĞĞĚƐƚĂƚĞŵĞŶƚƐƚŚƌŽƵŐŚŝŶƚĞƌǀŝĞǁƐǁŝƚŚƉĞŽƉůĞŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJŝŶŚĂƉƚĞƌϯ͘
^ŝŶĐĞƚŚĞŶLJŽƵŚĂǀĞĚĞǀĞůŽƉĞĚŝĚĞĂƐƚŽĨƵůĮůůƚŚŽƐĞŶĞĞĚƐƚĂƚĞŵĞŶƚƐĂŶĚŝƚŝƐƟŵĞƚŽŐĂƚŚĞƌĨĞĞĚďĂĐŬŽŶ
ƚŚŽƐĞŝĚĞĂƐ͘ŐƌĞĂƚǁĂLJƚŽŵŝŶŝŵŝnjĞƚŚĞƉƌŽďĂďŝůŝƚLJŽĨĨĂŝůƵƌĞŝƐďLJĐŚĞĐŬŝŶŐLJŽƵƌŝĚĞĂƐĂŐĂŝŶƐƚƌĞĂůŝƚLJ͘
KŶĞŽĨƚŚĞďĞƐƚǁĂLJƐƚŽŽďƚĂŝŶĨĞĞĚďĂĐŬŝƐďLJĐŽŶĚƵĐƟŶŐƐƵƌǀĞLJƐĂŶĚŝŶƚĞƌǀŝĞǁƐǁŝƚŚƉĞŽƉůĞĨƌŽŵLJŽƵƌ
ŝŶƚĞŶĚĞĚŵĂƌŬĞƚ͘

tŚĞŶƉƌĞƉĂƌŝŶŐĨŽƌŝŶƚĞƌǀŝĞǁƐǁŝƚŚƉĞŽƉůĞĨƌŽŵLJŽƵƌĐŽŵŵƵŶŝƚLJ͕ŝƚŝƐŝŵƉŽƌƚĂŶƚƚŽƌĞŵĞŵďĞƌǁŚŝůĞ
LJŽƵ ǁĂŶƚ ƚŽ ĐĂƉƚƵƌĞ ƵŶĞdžƉĞĐƚĞĚ ŝŶƐŝŐŚƚƐ ĨƌŽŵ LJŽƵƌ ƉŽƚĞŶƟĂů ĐƵƐƚŽŵĞƌƐ͕ LJŽƵ ĂůƐŽ ŶĞĞĚ ƚŽ ĚŽ ƐŽŵĞ
ƉƌĞƉĂƌĂƟŽŶ ƚŽ ŚĞůƉ ƐƚĂƌƚ ƚŚŽƐĞ ǀĂůƵĂďůĞ ĐŽŶǀĞƌƐĂƟŽŶƐ͘ ,ĞƌĞ ĂƌĞ ƐŽŵĞ ƚŽƉŝĐƐ ƚŚĂƚ LJŽƵ ŵĂLJ ǁĂŶƚ ƚŽ
ĚĞǀĞůŽƉƋƵĞƐƟŽŶƐĨŽƌĂŶĚĚŝƐĐƵƐƐ͗

• Show your idea. /ĨLJŽƵŚĂǀĞĂƉƌŽĚƵĐƚŝĚĞĂ͕LJŽƵŵĂLJǁĂŶƚƚŽŵĂŬĞĂŶĞdžĂŵƉůĞŽĨLJŽƵƌƉƌŽĚƵĐƚ


ƚŽƐŚŽǁƚŽƚŚĞƉĞƌƐŽŶLJŽƵĂƌĞŝŶƚĞƌǀŝĞǁŝŶŐ͘/ƚĚŽĞƐŶŽƚŶĞĞĚƚŽďĞƌĞĂůďƵƚĐŽƵůĚďĞŵĂĚĞŽƵƚ
ŽĨƉĂƉĞƌŽƌƌĞĐLJĐůĞĚŵĂƚĞƌŝĂůƐŽƌĐŽƵůĚĞǀĞŶďĞũƵƐƚĂĚƌĂǁŝŶŐ͘dŚĞƉŽŝŶƚŝƐŶŽƚƚŽƐŚŽǁĞdžĂĐƚůLJ
ǁŚĂƚLJŽƵƌƉƌŽĚƵĐƚŝƐǁŝƚŚĂůůƚŚĞĚĞƚĂŝůƐĂŶĚĨĞĂƚƵƌĞƐ͕ďƵƚƌĂƚŚĞƌƚŽƐŚŽǁƚŚĞŽǀĞƌĂůůĐŽŶĐĞƉƚ͘
^ŚŽǁƚŚĞŵƚŚĞƉƌŽĚƵĐƚĂŶĚĂƐŬƚŚĞŵŚŽǁƚŚĞLJǁŽƵůĚƵƐĞŝƚ͘/ĨLJŽƵŚĂǀĞĂƐĞƌǀŝĐĞŝĚĞĂ͕LJŽƵŵĂLJ
ǁĂŶƚƚŽŚĂǀĞLJŽƵƌĐƵƐƚŽŵĞƌƌĞͲĞŶĂĐƚƚŚĞĞdžƉĞƌŝĞŶĐĞǁŝƚŚLJŽƵ͘ƌŝŶŐŝŵƉŽƌƚĂŶƚŽďũĞĐƚƐƚŽŚĞůƉ
LJŽƵƐĞƚƚŚĞƐĐĞŶĞ͘/ŶĞŝƚŚĞƌĐĂƐĞ͕ĚŽŶ͛ƚũƵŵƉŝŶƌŝŐŚƚĂǁĂLJŝĨLJŽƵƌĐƵƐƚŽŵĞƌŝƐƵƐŝŶŐLJŽƵƌƉƌŽĚƵĐƚ
ŽƌĞdžƉĞƌŝĞŶĐŝŶŐLJŽƵƌƐĞƌǀŝĐĞŝŶĂǁĂLJLJŽƵĚŝĚŶ͛ƚƉƌĞĚŝĐƚ͘/ŶƐƚĞĂĚ͕ŽďƐĞƌǀĞǁŚĂƚƚŚĞLJĚŽĂŶĚĂƐŬ
ƚŚĞŵƚŽƚĞůůLJŽƵĂďŽƵƚƚŚĞŝƌƚŚŽƵŐŚƚƉƌŽĐĞƐƐ͘
• Talk about your idea. tŚĂƚĚŽLJŽƵůŝŬĞĂďŽƵƚŝƚ͍tŚĂƚĚŽŶ͛ƚLJŽƵůŝŬĞĂďŽƵƚŝƚ͍tŚĂƚĂƩƌŝďƵƚĞƐŽĨ
LJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞĂƌĞŵŽƐƚŝŵƉŽƌƚĂŶƚƚŽƚŚĞĐƵƐƚŽŵĞƌ͍
ͻƐŬĂďŽƵƚƐŽůƵƟŽŶƐƚŚĞLJƵƐĞĂůƌĞĂĚLJ͘ŽLJŽƵƵƐĞƐŽŵĞƚŚŝŶŐƐŝŵŝůĂƌĂůƌĞĂĚLJ͍/ĨƐŽ͕ǁŚĂƚ͍tŚĞŶ
ĚŽLJŽƵƵƐĞŝƚ͍tŚĂƚĚŽLJŽƵůŝŬĞĂďŽƵƚŝƚ͍tŚĂƚĚŽŶ͛ƚLJŽƵůŝŬĞĂďŽƵƚŝƚ͍
• Ask about purchasing process͘/ĨLJŽƵĂůƌĞĂĚLJƵƐĞƐŽŵĞƚŚŝŶŐƐŝŵŝůĂƌ͕ŚŽǁĚŝĚLJŽƵĮŶĚŽƵƚĂďŽƵƚ
ŝƚ͍tŚĞƌĞĚŝĚLJŽƵďƵLJŝƚ͍,ŽǁŵƵĐŚĚŝĚLJŽƵƉĂLJ͍ŝĚLJŽƵƉƵƌĐŚĂƐĞŝƚ͍ŝĚƐŽŵĞŽŶĞƉƵƌĐŚĂƐĞ
ŝƚĨŽƌLJŽƵ͍

tŚĞŶĐŽŶĚƵĐƟŶŐƚŚĞŝŶƚĞƌǀŝĞǁƐ͕ƚŚĞƌĞĂƌĞƐŽŵĞƚĞĐŚŶŝƋƵĞƐLJŽƵĐĂŶƵƐĞƚŽŵĂŬĞƐƵƌĞLJŽƵĂƌĞŽďƚĂŝŶŝŶŐ
ƵƐĞĨƵůĨĞĞĚďĂĐŬ͘

• Encourage storytelling. KŶĞŽĨƚŚĞďĞƐƚǁĂLJƐLJŽƵĐĂŶŐĂŝŶŝŶƐŝŐŚƚƐĂďŽƵƚLJŽƵƌĐƵƐƚŽŵĞƌĂŶĚƚŚĞŝƌ


ŶĞĞĚƐ ŝƐ ďLJůŝƐƚĞŶŝŶŐ ƚŽ ƐƚŽƌŝĞƐ͘ ŶĐŽƵƌĂŐĞƚŚĞ ƉĞŽƉůĞ LJŽƵ ĂƌĞŝŶƚĞƌǀŝĞǁŝŶŐ ƚŽ ƚĞůů LJŽƵ ƐƚŽƌŝĞƐ
ĂďŽƵƚƚŚĞƉƌŽďůĞŵLJŽƵĂƌĞƚƌLJŝŶŐƚŽƐŽůǀĞŽƌƐƚŽƌŝĞƐĂďŽƵƚƉƌŽĚƵĐƚƐŽƌƐĞƌǀŝĐĞƐƚŚĞLJŚĂǀĞƵƐĞĚ
ŝŶƚƌLJŝŶŐƚŽƐŽůǀĞƚŚĂƚƉƌŽďůĞŵ͘
ͻ>ĞĂƌŶĨƌŽŵŶĞŐĂƟǀĞĨĞĞĚďĂĐŬ͘/ĨƐŽŵĞŽŶĞŐŝǀĞƐLJŽƵŶĞŐĂƟǀĞĨĞĞĚďĂĐŬ͕ĚŽŶ͛ƚďĞƵƉƐĞƚ͘ƐŬǁŚLJ
ƚŚĞLJĚŽŶ͛ƚůŝŬĞŝƚŽƌǁŽƵůĚŶ͛ƚƵƐĞŝƚ͘dŚŝƐĐĂŶŽŌĞŶůĞĂĚƚŽƚŚĞŵŽƐƚŝŶĐƌĞĚŝďůLJƵƐĞĨƵůŝŶƐŝŐŚƚƐ͊
ͻŽŶ͛ƚũƵƐƚƐƟĐŬƚŽƚŚĞƋƵĞƐƟŽŶƐLJŽƵŚĂǀĞƉƌĞƉĂƌĞĚ͘ŽŶ͛ƚďĞĂĨƌĂŝĚƚŽůĞƚƚŚĞƉĞƌƐŽŶLJŽƵĂƌĞ
ŝŶƚĞƌǀŝĞǁŝŶŐŵŽǀĞƚŚĞĐŽŶǀĞƌƐĂƟŽŶŝŶĂĚŝƌĞĐƟŽŶLJŽƵĚŝĚŶ͛ƚĞdžƉĞĐƚŽƌƉůĂŶ͘dŚŝŶŬĂďŽƵƚŚŽǁƚŚĞ
ĂŶƐǁĞƌƐƚŽƚŚĞƐĞƋƵĞƐƟŽŶƐǁŝůůŚĞůƉLJŽƵƚŽŵĂŬĞĚĞĐŝƐŝŽŶƐĂďŽƵƚLJŽƵƌƉƌŽĚƵĐƚʹLJŽƵŵŝŐŚƚŶĞĞĚ
ƚŽĐŚĂŶŐĞƚŚĞƋƵĞƐƟŽŶƐLJŽƵĂƐŬĂƐLJŽƵŐŽ͘
• Look for what is not obvious.>ŽŽŬĨŽƌƚŚĞĚĞƚĂŝůƐƚŚĂƚĂƌĞŶŽƚƐŽŽďǀŝŽƵƐͶǁŚĂƚĚŽƚŚĞLJǁĞĂƌ͕
ŚŽǁĚŽƚŚĞLJĂĐƚ͕ǁŚĂƚŝƐƚŚĞŝƌĂŐĞ͕ŐĞŶĚĞƌ͕ĂƫƚƵĚĞŽŶůŝĨĞ͕ŚĂďŝƚƐ͕ĞƚĐ͘dŚŝƐǁŝůůŚĞůƉLJŽƵŽƌŐĂŶŝnjĞ
LJŽƵƌĨĞĞĚďĂĐŬďĂƐĞĚŽŶĚĞŵŽŐƌĂƉŚŝĐĂŶĚĚŝīĞƌĞŶƚƐƵďͲŐƌŽƵƉƐ͘
• Look for inconsistencies.DĂŬĞŶŽƚĞǁŚĞŶƚŚĞƉĞƌƐŽŶLJŽƵĂƌĞŝŶƚĞƌǀŝĞǁŝŶŐƐĂLJƐŽŶĞƚŚŝŶŐďƵƚ
ƚŚĞŶĚŽĞƐƐŽŵĞƚŚŝŶŐĞůƐĞ͘EŽƟĐŝŶŐƚŚĞƐĞŝŶĐŽŶƐŝƐƚĞŶĐŝĞƐĐĂŶůĞĂĚƚŽŐƌĞĂƚŝŶƐŝŐŚƚƐ͘
• Be okay with silence͘ zŽƵ ŵĂLJ ĨĞĞů Ă ŶĞĞĚ ƚŽ Įůů ŝŶ ĞǀĞƌLJ ƐŝůĞŶĐĞ ǁŝƚŚ ƋƵĞƐƟŽŶƐ ĂŶĚ ŵŽƌĞ
ĞdžƉůĂŶĂƟŽŶƐ ŽĨ LJŽƵƌ ƉƌŽĚƵĐƚ Žƌ ƐĞƌǀŝĐĞ ŝĚĞĂ͘ /ŶƐƚĞĂĚ͕ ŐŝǀĞ ƉĂƵƐĞ ĨŽƌ ƚŚĞ ƉĞƌƐŽŶ LJŽƵ ĂƌĞ
ŝŶƚĞƌǀŝĞǁŝŶŐ ƚŽ ƚĂůŬ͘ ZĞŵĞŵďĞƌ ƚŚĂƚ LJŽƵ ĂƌĞ ƚŚĞƌĞ ƚŽ ŚĞĂƌ ǁŚĂƚ ƚŚĞLJ ŚĂǀĞ ƚŽ ƐĂLJ͕ ŶŽƚ ƚŽ ƚĞůů
ƚŚĞŵǁŚĂƚLJŽƵĂůƌĞĂĚLJŬŶŽǁ͘
• Take notes͘ DĂŬĞ ƐƵƌĞ ƚŽ ƌĞĐŽƌĚ ƚŚĞ ĂŶƐǁĞƌƐ ƚŚĂƚ LJŽƵ ƌĞĐĞŝǀĞ ĨƌŽŵ ĞĂĐŚ ƉĞƌƐŽŶ͕ ĂŶĚ ƵƐĞ
ĂĚĚŝƟŽŶĂůƉĂŐĞƐŝŶLJŽƵƌŶŽƚĞƐƐĞĐƟŽŶŝĨŶĞĐĞƐƐĂƌLJ͘/ƚŵĂLJďĞŚĞůƉĨƵůƚŽǁƌŝƚĞĚŽǁŶƚŚĞƉĞƌƐŽŶ͛Ɛ
ŶĂŵĞĂŶĚĂůůŽĨƚŚĞŝƌĂŶƐǁĞƌƐƐĞƉĂƌĂƚĞůLJƐŽƚŚĂƚLJŽƵĐĂŶƋƵŝĐŬůLJƌĞĨĞƌĞŶĐĞǁŚŽŐĂǀĞLJŽƵĞĂĐŚ
ĂŶƐǁĞƌ͘

88 | T hinking | Generating Great Ideas


Exercise 6.7: Doing Interviews
WƌĞƉĂƌĞƚŽŝŶƚĞƌǀŝĞǁƉĞŽƉůĞŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJǁŚŽĞdžƉĞƌŝĞŶĐŝŶŐƚŚĞƉƌŽďůĞŵLJŽƵƌƉƌŽĚƵĐƚŽƌ
ƐĞƌǀŝĐĞǁŝůůƐŽůǀĞ͘hƐĞƚŚĞƐƉĂĐĞďĞůŽǁƚŽĚĞǀĞůŽƉǁŚĂƚƋƵĞƐƟŽŶƐŽƌƚŽƉŝĐƐLJŽƵǁŝůůǁĂŶƚƚŽďĞ
ƐƵƌĞƚŽĐŽǀĞƌĚƵƌŝŶŐƚŚĞŝŶƚĞƌǀŝĞǁƐ͘

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'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 89
/ŶƚĞƌǀŝĞǁĂŵŝŶŝŵƵŵŽĨƚĞŶƉĞŽƉůĞ͘hƐĞƚŚĞƐƉĂĐĞďĞůŽǁƚŽĐĂƉƚƵƌĞĂůůLJŽƵƌŶŽƚĞƐĨƌŽŵLJŽƵƌŝŶƚĞƌǀŝĞǁƐ͘/ĨLJŽƵŶĞĞĚŵŽƌĞƐƉĂĐĞ͕ƚƵƌŶƚŽ
ƚŚĞĞdžƚƌĂŶŽƚĞƐƉĂŐĞƐŝŶƚŚĞďĂĐŬŽĨƚŚĞŬ͘

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90 | T hinking | Generating Great Ideas


/ŶƚŚĞƐƉĂĐĞďĞůŽǁ͕ƐƵŵŵĂƌŝnjĞLJŽƵƌĮŶĚŝŶŐƐĂŶĚŝŶƐŝŐŚƚƐĨƌŽŵLJŽƵƌŝŶƚĞƌǀŝĞǁƐ͘tŚĂƚĚŝĚLJŽƵ
ůĞĂƌŶĨƌŽŵLJŽƵƌŝŶƚĞƌǀŝĞǁƐƚŚĂƚƐƵƌƉƌŝƐĞĚLJŽƵ͍tŚĂƚĚŝĚŶ͛ƚƐƵƌƉƌŝƐĞLJŽƵ͍

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'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 91
Exercise 6.8: Develop Your Ideas
EŽǁƚŚĂƚLJŽƵŚĂǀĞŚĂĚƚŚĞŽƉƉŽƌƚƵŶŝƚLJƚŽƚƌLJŽƵƚLJŽƵƌŝĚĞĂĂŶĚŐĂƚŚĞƌĨĞĞĚďĂĐŬ͕ŝƚŝƐƟŵĞƚŽ
ĨƵƌƚŚĞƌĚĞǀĞůŽƉLJŽƵƌŝĚĞĂƐďĂƐĞĚŽŶǁŚĂƚLJŽƵŚĂǀĞůĞĂƌŶĞĚ͘dŚĞĨĞĞĚďĂĐŬLJŽƵŚĂǀĞƌĞĐĞŝǀĞĚ
ŵŝŐŚƚŚĂǀĞǀĞƌŝĮĞĚLJŽƵƌŝĚĞĂŽƌŝƚŵĂLJŝŶƐƉŝƌĞLJŽƵƚŽƐůŝŐŚƚůLJĂůƚĞƌŽƌĐŽŵƉůĞƚĞůLJƌĞƚŚŝŶŬLJŽƵƌ
ŝĚĞĂƐ͘zŽƵŵĂLJŶĞĞĚƚŽŐŽďĂĐŬƚŽƚŚĞďĞŐŝŶŶŝŶŐŽĨƚŚĞĐŚĂƉƚĞƌĂŶĚƌĞǀŝĞǁƚŚĞŶĞĞĚLJŽƵĂƌĞ
ƚƌLJŝŶŐƚŽƐŽůǀĞ͕ĂůƚĞƌLJŽƵƌƉƌŽĚƵĐƚͬƐĞƌǀŝĐĞLJŽƵĚĞǀĞůŽƉĞĚƚŽƐŽůǀĞƚŚĞŶĞĞĚ͕ŽƌŵĂLJďĞLJŽƵƌŝĚĞĂƐ
ĂƌĞŐƌĞĂƚƚŚĞǁĂLJƚŚĞLJĂƌĞĂŶĚĂƌĞƌĞĂĚLJƚŽŵŽǀĞĨŽƌǁĂƌĚ͘

/ĨLJŽƵŶĞĞĚƚŽĚŽĂŶLJŵŽƌĞŝĚĞĂƟŽŶĂďŽƵƚLJŽƵƌŝĚĞĂďĞĨŽƌĞŵŽǀŝŶŐĨŽƌǁĂƌĚ͕ƵƐĞƚŚĞƐƉĂĐĞďĞůŽǁ
ƚŽĚŽƐŽ͘ƚƚŚĞĞŶĚŽĨƚŚĞĞdžĞƌĐŝƐĞ͕LJŽƵǁŝůůďĞĂƐŬĞĚƚŽďƌŝĞŇLJƐƵŵŵĂƌŝnjĞLJŽƵƌĮŶĂůƚŚƌĞĞŝĚĞĂƐ͘

92 | T hinking | Generating Great Ideas


'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 93
EŽǁƚŚĂƚLJŽƵŚĂǀĞƌĞĮŶĞĚLJŽƵƌŝĚĞĂƐŵŽƌĞ͕ďƌŝĞŇLJƐƵŵŵĂƌŝnjĞĞĂĐŚŽĨLJŽƵƌŝĚĞĂƐ͗

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Lesson 6.4: Idea Feasibility


EŽǁƚŚĂƚLJŽƵŚĂǀĞƚŚƌĞĞƐŽůŝĚ͕ǁĞůůͲĚĞǀĞůŽƉĞĚŝĚĞĂƐŝƚŝƐƟŵĞƚŽƐĞĞǁŚŝĐŚŝĚĞĂŚĂƐƚŚĞŵŽƐƚƉŽƚĞŶƟĂů
ĂŶĚĐĂŶĂĐƚƵĂůůLJďĞƉƵƚŝŶƚŽĂĐƟŽŶ͘dŚĞƌĞĂƌĞŵĂŶLJĨĂĐƚŽƌƐƚŚĂƚƐŚŽƵůĚLJŽƵƐŚŽƵůĚĐŽŶƐŝĚĞƌǁŚĞŶŵĂŬŝŶŐ
ƚŚŝƐĚĞĐŝƐŝŽŶƚŽŵĂŬĞƐƵƌĞLJŽƵƉŝĐŬƚŚĞŝĚĞĂƚŚĂƚŝƐŵŽƐƚĨĞĂƐŝďůĞĨŽƌLJŽƵƚŽƐƚĂƌƚŐŝǀĞŶǁŚŽLJŽƵĂƌĞĂŶĚ
ǁŚĂƚƌĞƐŽƵƌĐĞƐLJŽƵŚĂǀĞĂǀĂŝůĂďůĞƚŽLJŽƵ͘

94 | T hinking | Generating Great Ideas


Exercise 6.9: Idea Feasibility
tƌŝƚĞĂƐŚŽƌƚĚĞƐĐƌŝƉƟŽŶŽĨĞĂĐŚŽĨLJŽƵƌŝĚĞĂƐŝŶƚŚĞƐƉĂĐĞƉƌŽǀŝĚĞĚĂƚƚŚĞƚŽƉŽĨĞĂĐŚĐŽůƵŵŶ͘
ĂƌĞĨƵůůLJĂŶĂůLJnjĞĞĂĐŚŝĚĞĂĂƐƚŚĞLJƌĞůĂƚĞƚŽƐŬŝůůƐ͕ƌĞƐŽƵƌĐĞƐ͕ƟŵĞ͕ƉĂƐƐŝŽŶ͕ĂŶĚŵŽŶĞLJ͘&ŽƌĞĂĐŚ
ĐĂƚĞŐŽƌLJ͕ĂŶĂůLJnjĞƚŚĞƐƚĂƚĞŵĞŶƚƐďĞůŽǁĂŶĚƉŝĐŬŽŶĞǁŚŝĐŚďĞƐƚƌĞůĂƚĞƐƚŽLJŽƵƌŝĚĞĂ͘tƌŝƚĞƚŚĞ
ƉŽŝŶƚƐŐŝǀĞŶĨŽƌƚŚĂƚƐƚĂƚĞŵĞŶƚŝŶƚŚĂƚŝĚĞĂ͛ƐĐŽůƵŵŶ͘ŽƚŚŝƐĨŽƌĂůůƚŚƌĞĞŝĚĞĂƐ͘ƚƚŚĞĞŶĚ͕ƐƵŵ
ƵƉƚŚĞĐŽůƵŵŶƐƚŽĂƌƌŝǀĞĂƚĂƚŽƚĂůƐĐŽƌĞĨŽƌĞĂĐŚŝĚĞĂ͘ŶŝĚĞĂǁŝƚŚĂŚŝŐŚĞƌŶƵŵďĞƌŝƐŵŽƌĞůŝŬĞůLJ
ƚŽďĞĞĂƐŝĞƌĨŽƌLJŽƵƚŽƐƚĂƌƚŝŶƚŚĞƐŚŽƌƚƚĞƌŵŐŝǀĞŶLJŽƵƌĐƵƌƌĞŶƚƌĞƐŽƵƌĐĞƐ͘

/ĚĞĂηϭ /ĚĞĂηϮ /ĚĞĂηϯ

^</>>^͗
WĞŽƉůĞǁŚŽ/ŬŶŽǁŚĂǀĞƚŚĞƐŬŝůůƐ
ŶĞĐĞƐƐĂƌLJƚŽďĞĂďůĞƚŽŚĞůƉŵĞ͘
;ϯWK/Ed^Ϳ

dŚĞ ƉĞŽƉůĞ ǁŚŽ / ŬŶŽǁ ĚŽ ŶŽƚ


ŚĂǀĞ ƚŚĞ ƐŬŝůůƐ ŶĞĐĞƐƐĂƌLJ ƚŽ ŚĞůƉ
ŵĞ͖/ŶĞĞĚƚŽŵĞĞƚŶĞǁƉĞŽƉůĞ͘
;ϭWK/EdͿ
RESOURCES:
dŚĞ ŵĂƚĞƌŝĂůƐ / ŶĞĞĚ ƚŽ ƐƚĂƌƚ ƚŚŝƐ
ďƵƐŝŶĞƐƐ ǁŝůů ďĞ ŽĨ ůŽǁ ĐŽƐƚ ĂŶĚ
ĞĂƐLJĨŽƌŵĞƚŽŽďƚĂŝŶ͘;ϯWK/Ed^Ϳ

^ŽŵĞ͕ďƵƚŶŽƚĂůů͕ŽĨƚŚĞŵĂƚĞƌŝĂůƐ dŚŝƐŵĞƚŚŽĚŚĞůƉƐŝĚĞŶƟĨLJ
/ŶĞĞĚƚŽƐƚĂƌƚƚŚŝƐďƵƐŝŶĞƐƐǁŝůůďĞ ǁŚŝĐŚďƵƐŝŶĞƐƐŝĚĞĂƐŵŝŐŚƚ
ĐŚĂůůĞŶŐŝŶŐĨŽƌŵĞƚŽŽďƚĂŝŶ͘ ďĞƚŚĞĞĂƐŝĞƐƚĨŽƌLJŽƵƚŽƐƚĂƌƚ
;ϭWK/EdͿ ŐŝǀĞŶLJŽƵƌƌĞƐŽƵƌĐĞƐ͕ƐŬŝůůƐ
ĂŶĚŽƚŚĞƌĐŽŶƐƚƌĂŝŶƚƐ͘dŚĞƐĞ
dŚĞ ŵĂƚĞƌŝĂůƐ / ŶĞĞĚ ƚŽ ƐƚĂƌƚ ƚŚŝƐ ĨĂĐƚŽƌƐĂƌĞĂůůŝŵƉŽƌƚĂŶƚŝŶƚŚĞ
ďƵƐŝŶĞƐƐǁŝůůďĞĚŝĸĐƵůƚĨŽƌŵĞƚŽ ŽƉĞƌĂƟŽŶƐŽĨĂďƵƐŝŶĞƐƐ͕ďƵƚ
ŽďƚĂŝŶ͘;ϬWK/Ed^Ϳ ƚŚĞLJĂƌĞĂůƐŽǀĞƌLJŝŵƉŽƌƚĂŶƚ
ŝŶŝĚĞŶƟĨLJŝŶŐǁŚŝĐŚďƵƐŝŶĞƐƐ
d/D͗ ŽƉƉŽƌƚƵŶŝƚLJǁŽƵůĚĐƵƌƌĞŶƚůLJ
dŚĞ ďƵƐŝŶĞƐƐ ŝĚĞĂ ĐĂŶ ďĞ ƐƚĂƌƚĞĚ ďĞƚŚĞďĞƐƚĮƚĨŽƌLJŽƵƌ
ǁŝƚŚŝŶĂŵŽŶƚŚ͘;ϯWK/Ed^Ϳ ĐŝƌĐƵŵƐƚĂŶĐĞƐ͘

dŚĞďƵƐŝŶĞƐƐŝĚĞĂǁŝůůƚĂŬĞůŽŶŐĞƌ
ƚŚĂŶƚŚƌĞĞŵŽŶƚŚƐƚŽƐƚĂƌƚ͘
;ϭWK/EdͿ
W^^/KE͗
/ Ăŵ ĞdžĐŝƚĞĚ ĂďŽƵƚ ƚŚŝƐ ďƵƐŝŶĞƐƐ
ŝĚĞĂĂŶĚŝƚǁŝůůŚĞůƉŵLJĐŽŵŵƵŶŝƚLJ͊
;ϯWK/Ed^Ϳ

/ Ăŵ ŶŽƚ ĂƐ ĞdžĐŝƚĞĚ ĂďŽƵƚ ƚŚŝƐ


ďƵƐŝŶĞƐƐŝĚĞĂ͘;ϬWK/EdͿ
MONEY:
/ ĐĂŶ ƐƚĂƌƚ ƚŚŝƐ ďƵƐŝŶĞƐƐ ǁŝƚŚ ƚŚĞ
ŵŽŶĞLJ/ƐĂǀĞĚ͘;ϯWK/EdͿ

/ ŶĞĞĚ ƚŽ ŐŽ ƚŽ ƚŚĞ ďĂŶŬ ƚŽ ŐĞƚ Ă


ůŽĂŶ ƚŽ ďĞ ĂďůĞ ƚŽ ƐƚĂƌƚ ƚŚŝƐ ŝĚĞĂ͘
;ϭWK/EdͿ

TOTAL SCORE

'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 95
Lesson 6.5: ZĞĮŶĞzŽƵƌ/ĚĞĂ
EŽǁƚŚĂƚLJŽƵŚĂǀĞƉŝĐŬĞĚŽŶĞŝĚĞĂƚŽĐŽŶƟŶƵĞƚŽĚĞǀĞůŽƉ͕ŝƚŝƐƟŵĞƚŽďĞŐŝŶƚŽƌĞĮŶĞLJŽƵƌŝĚĞĂ͘tŚŝůĞ
LJŽƵŚĂǀĞůŝŬĞůLJƚŚŽƵŐŚƚĂďŽƵƚƚŚŝƐďĞĨŽƌĞ͕ŝƚǁŝůůďĞŝŵƉŽƌƚĂŶƚƚŽĮƌƐƚĨŽƌŵĂůůLJŝĚĞŶƟĨLJŚŽǁĞdžĂĐƚůLJLJŽƵƌ
ďƵƐŝŶĞƐƐĂĚĚƐǀĂůƵĞĂŶĚŚŽǁŝƚŝƐƉŽƐŝƟŽŶĞĚŝŶƚŚĞĐŽŶƚĞdžƚŽĨĐŽŵƉĞƟƚŽƌƐ͘dŚŝƐŝƐŝŵƉŽƌƚĂŶƚďĞĐĂƵƐĞLJŽƵ
ŵĂLJƌĞĂůŝnjĞƚŚĂƚLJŽƵƌŝĚĞĂ͛ƐǀĂůƵĞͲĂĚĚĞĚŝƐĂůƌĞĂĚLJďĞƐĂƟƐĮĞĚďLJĂĐŽŵƉĞƟƚŽƌ͘/ĨƚŚŝƐŝƐƚŚĞĐĂƐĞ͕ŝƚŵĂLJ
ďĞƟŵĞƚŽŐŽďĂĐŬƚŽƚŚĞďĞŐŝŶŶŝŶŐŽĨƚŚŝƐĐŚĂƉƚĞƌĂŶĚďƌĂŝŶƐƚŽƌŵŵŽƌĞŝĚĞĂƐ͘<ŶŽǁŝŶŐLJŽƵƌďƵƐŝŶĞƐƐ͛
ǀĂůƵĞͲĂĚĚĞĚŝƐĂůƐŽĐƌŝƟĐĂůĂƐLJŽƵďĞŐŝŶƚŽŵĂŬĞĚĞĐŝƐŝŽŶƐĂďŽƵƚŚŽǁƚŽŽƉĞƌĂƚĞLJŽƵƌďƵƐŝŶĞƐƐ͘

dŽŝĚĞŶƟĨLJLJŽƵƌďƵƐŝŶĞƐƐ͛ǀĂůƵĞͲĂĚĚĞĚ͕ƐƚĂƌƚďLJĚĞĮŶŝŶŐƚŚĞƉŽƚĞŶƟĂůĐƵƐƚŽŵĞƌƐĞƌǀĞĚďLJƚŚĞŝĚĞĂĂŶĚ
ƚŚĞ ŶĞĞĚ ƚŚĞ ŝĚĞĂ ǁŝůů ĂĚĚƌĞƐƐ͘ dŚĞŶ͕ ŝĚĞŶƟĨLJ ŚŽǁ ƚŚĞŝƌ ĞdžƉĞƌŝĞŶĐĞƐ ĐŚĂŶŐĞ ďĞĨŽƌĞ LJŽƵƌ ƉƌŽĚƵĐƚ Žƌ
ƐĞƌǀŝĐĞĞdžŝƐƚƐǀĞƌƐƵƐĂŌĞƌLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞĞdžŝƐƚƐƚŚƌŽƵŐŚĐƌĞĂƟŶŐ͞ďĞĨŽƌĞ͟ĂŶĚ͞ĂŌĞƌ͟ĚƌĂǁŝŶŐƐ͘
3 zŽƵĐĂŶŝŶĐůƵĚĞŝŶLJŽƵƌĚƌĂǁŝŶŐƐǁŚĂƚLJŽƵƚŚŝŶŬLJŽƵƌĐƵƐƚŽŵĞƌƐǁŝůůƐĂLJŽƌĚŽ͘ŌĞƌLJŽƵŚĂǀĞLJŽƵƌ
ƉŝĐƚƵƌĞƐ͕ĚĞƚĞƌŵŝŶĞŝĨLJŽƵƚŚŝŶŬƚŚĞƌĞŝƐĞŶŽƵŐŚŽĨĂĚŝīĞƌĞŶĐĞŵĂĚĞďĞƚǁĞĞŶƚŚĞďĞĨŽƌĞƉŝĐƚƵƌĞĂŶĚ
ƚŚĞĂŌĞƌƉŝĐƚƵƌĞƚŽũƵƐƟĨLJLJŽƵƌďƵƐŝŶĞƐƐ͘ ^ĂŵĂŶĚ'ƌĂĐĞ͛ƐĨƌŝĞŶĚƐǁĂŶƚĞĚƚŽĐĂƉƚƵƌĞĐŚĂƌĂĐƚĞƌŝƐƟĐƐŽƌ
ŝŵĂŐĞƐŽĨǁŚĂƚƚŚĞŝƌĐƵƐƚŽŵĞƌƐǁŝůůůŽŽŬůŝŬĞďĞĨŽƌĞĂŶĚĂŌĞƌƚŚĞŝŶƚƌŽĚƵĐƟŽŶŽĨƚŚĞŝƌƚƌĂƐŚƌĞŵŽǀĂů
ďƵƐŝŶĞƐƐ͘͘

IDEA: Collect trash from local businesses to promote healthy environments

DEFINE YOUR CUSTOMER: Small Business Owners, especially food stores and
restaurants

NEEDS BEING ADDRESSED: Some businesses have poor reputations because


customers can become sick from eating their products. This hurts many families in the
community who are dependent on those businesses.

VALUE ADDED: Frequent pick-up of trash

The Food Store

ĞĨŽƌĞ

Closed

The Food Store

ŌĞƌ

96 | T hinking | Generating Great Ideas


ŌĞƌƵŶĚĞƌƐƚĂŶĚŝŶŐLJŽƵďƵƐŝŶĞƐƐ͛ǀĂůƵĞͲĂĚĚĞĚ͕ŝƚŝƐŝŵƉŽƌƚĂŶƚƚŽƵŶĚĞƌƐƚĂŶĚŚŽǁƚŚĂƚƚƌĂŶƐůĂƚĞƐŝŶƚŽ
LJŽƵƌďƵƐŝŶĞƐƐ͛ƉŽƐŝƟŽŶŝŶƚŚĞĐŽŶƚĞdžƚŽĨLJŽƵƌĐŽŵƉĞƟƚŽƌƐ͘KŶĞǁĂLJƚŽĚŽƚŚŝƐŝƐďLJĂĐƚƵĂůůLJŵĂƉƉŝŶŐŽƵƚ
ŚŽǁLJŽƵƌĐŽŵƉĞƟƚŽƌƐĂĚĚǀĂůƵĞƚŚƌŽƵŐŚĂƉŽƐŝƟŽŶŝŶŐŵĂƉ͘dŽĐƌĞĂƚĞĂƉŽƐŝƟŽŶŝŶŐŵĂƉ͕ĮƌƐƚŝĚĞŶƟĨLJ
ƚǁŽĚŝŵĞŶƐŝŽŶƐǁŚŝĐŚĂƌĞŝŵƉŽƌƚĂŶƚĂŶĚƌĞůĞǀĂŶƚƚŽLJŽƵƌďƵƐŝŶĞƐƐŽƌŝŶĚƵƐƚƌLJ͘WůĂĐĞƚŚŽƐĞĚŝŵĞŶƐŝŽŶƐ
ŽŶƚŚĞŐƌĂƉŚ͘dŚĞŶŐƌĂƉŚǁŚĞƌĞLJŽƵƚŚŝŶŬĞĂĐŚŽĨLJŽƵƌĐŽŵƉĞƟƚŽƌƐůŝĞƐĂŶĚǁŚLJ͘dŚŝƐŝƐĂŐƌĞĂƚǁĂLJƚŽ
ĐŚĞĐŬĂŶĚŵĂŬĞƐƵƌĞƚŚĞƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞLJŽƵŽīĞƌŝƐŶŽƚĂůƌĞĂĚLJŽīĞƌĞĚďLJƐŽŵĞŽŶĞĞůƐĞ͘

dŚĞƉŽƐŝƟŽŶŝŶŐŵĂƉďĞůŽǁŝƐƐƉĞĐŝĮĐƚŽ^ĂŵƵĞůĂŶĚ'ƌĂĐĞ͛ƐĨƌŝĞŶĚ͛ƐďƵƐŝŶĞƐƐ͘dŚĞLJŚĂǀĞŐƌĂƉŚĞĚƚǁŽŽĨ
ƚŚĞŝƌĐŽŵƉĞƟƚŽƌƐǁŚŽŚĂƉƉĞŶƚŽŚĂǀĞǀĞƌLJĚŝīĞƌĞŶƚƉŽƐŝƟŽŶŝŶŐƐƚĂƚĞŵĞŶƚƐ͘

Very cheap ŽŵƉĞƟƚŽƌϭ


;DŽŶƚŚůLJƉŝĐŬƵƉ͕ǀĞƌLJ
ĐŚĞĂƉͿ

ŽŵƉĞƟƚŽƌϭ
;ŝǁĞĞŬůLJƉŝĐŬƵƉ͕ĐŚĞĂƉĞƌͿ

Frequent pick up Infrequent pick up

/ŶĐƌĞĂƟŶŐƚŚĞŝƌƉŽƐŝƟŽŶŝŶŐ
^ĂŵΘ'ƌĂĐĞ͛Ɛ&ƌŝĞŶĚƐ ƐƚĂƚĞŵĞŶƚ͕ŽƵƌĨƌŝĞŶĚƐŵƵƐƚ
;tĞĞŬůLJƉŝĐŬƵƉ͕ŵŽƌĞĞdžƉĞŶƐŝǀĞͿ ĐŽŶƐŝĚĞƌƚŚĞŝƌƚĂƌŐĞƚĐƵƐƚŽŵĞƌ͗
ǁŚĂƚŝƐƚŚĞĂŐĞ͕ŝŶĐŽŵĞ͕ĂŶĚ
More expensive ŚŽǁŽŌĞŶĚŽƚŚĞLJďƵLJƚŚŝƐ
ƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞͲǁŚĂƚĂƌĞ
ƚŚĞLJůŽŽŬŝŶŐĨŽƌ͍dŽƵŶĚĞƌƐƚĂŶĚ
ƚŚŝƐƚŚĞLJ͛ůůŚĂǀĞƚŽĚŽƌĞƐĞĂƌĐŚ͖
/Ĩ^ĂŵƵĞůĂŶĚ'ƌĂĐĞ͛ƐĨƌŝĞŶĚƐĚĞĐŝĚĞƚŽƉŽƐŝƟŽŶƚŚĞŝƌďƵƐŝŶĞƐƐďĂƐĞĚŽŶƚŚĞĨƌĞƋƵĞŶĐLJŽĨƚƌĂƐŚƉŝĐŬ ƚŚĞLJŬŶŽǁƚŚĞLJĐĂŶ͛ƚĂƐƐƵŵĞ͊
ƵƉ͕ ƚŚĞŝƌ ƉŽƐŝƟŽŶŝŶŐ ƐƚĂƚĞŵĞŶƚ ŵŝŐŚƚ ůŽŽŬ ůŝŬĞ ƚŚŝƐ͗ ͞DŽƐƚ ZĞůŝĂďůĞ ĂŶĚ &ƌĞƋƵĞŶƚ dƌĂƐŚ ZĞŵŽǀĂů
^ĞƌǀŝĐĞ͘͟/ĨƚŚĞĐŽƐƚŽĨƚŚĞŝƌƐĞƌǀŝĐĞƐŝƐĂŶŝŵƉŽƌƚĂŶƚƐĞůůŝŶŐƉŽŝŶƚŽĨƚŚĞďƵƐŝŶĞƐƐ͕'ƌĂĐĞĂŶĚ^ĂŵƵĞů
ĐŽƵůĚĨŽĐƵƐƚŚĞŝƌĞīŽƌƚƐĂŶĚŵŽŶĞLJŽŶĚĞǀĞůŽƉŝŶŐƚŚĂƚĨƵƌƚŚĞƌ͘

Exercise 6.10: hŶĚĞƌƐƚĂŶĚŝŶŐtŚĞƌĞzŽƵ&ŝƚ/Ŷ


tŚŽƐĞŶĞĞĚĂƌĞLJŽƵĂĚĚƌĞƐƐŝŶŐ͍

_______________________________________
tŚĂƚŝƐƚŚĞŶĞĞĚLJŽƵĂƌĞĂĚĚƌĞƐƐŝŶŐ͍

_______________________________________
tŚĂƚǀĂůƵĞĂƌĞLJŽƵĂĚĚŝŶŐ͍

_______________________________________

'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 97
EŽǁŝůůƵƐƚƌĂƚĞŝŶƚŚĞƐƉĂĐĞďĞůŽǁŚŽǁLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƐŽůƵƟŽŶĂĚĚƌĞƐƐĞƐƚŚĞŶĞĞĚ͘

ĞĨŽƌĞ

ŌĞƌ

98 | T hinking | Generating Great Ideas


EŽǁ ĐƌĞĂƚĞ Ă ƉŽƐŝƟŽŶŝŶŐ ŵĂƉ ĨŽƌ LJŽƵƌ ďƵƐŝŶĞƐƐ͘ LJ ĐƌĞĂƟŶŐ ƚŚŝƐ ŵĂƉ LJŽƵ ƐŚŽƵůĚ ďĞ ĂďůĞ ƚŽ
ƐŚŽǁŚŽǁLJŽƵƌŝĚĞĂƐŽůǀĞƐĂŶĞĞĚƚŚĂƚŝƐŶŽƚŵĞƚ;ŽƌŶŽƚŵĞƚǁĞůůͿďLJĐŽŵƉĞƟƚŽƌƐ͘dŚŝŶŬŽĨƚǁŽ
ƋƵĂůŝĨLJŝŶŐ ĐŚĂƌĂĐƚĞƌŝƐƟĐƐ ŽĨ ƚŚĞ ĐŽŵƉĞƟƟŽŶ ĂŶĚ ŚŽǁ LJŽƵƌ ƉƌŽĚƵĐƚ Žƌ ƐĞƌǀŝĐĞ ŝĚĞĂ ĐŽŵƉĂƌĞƐ͘
>ĂďĞůƚŚŽƐĞƚǁŽĐŚĂƌĂĐƚĞƌŝƐƟĐƐŽŶƚŚĞĂdžŝƐƉŽŝŶƚƐŽĨƚŚĞĐŚĂƌƚ;ƚŚĞƉŽƐŝƟǀĞǀĂůƵĞƐƐŚŽƵůĚďĞĂƚ
ƚŚĞƚŽƉĂŶĚůĞŌĞŶĚƐŽĨƚŚĞĂdžŝƐͿ͘ŽŵƉůĞƚĞƚŚĞůĂďĞůƐŽŶĞĂĐŚƐŝĚĞŽĨƚŚĞƉŽƐŝƟŽŶŝŶŐŵĂƉǁŝƚŚ
ůĂďĞůƐƚŚĂƚĂƌĞƌĞůĞǀĂŶƚƚŽLJŽƵƌďƵƐŝŶĞƐƐƚŚĞŶƉůŽƚLJŽƵƌƐĞůĨĂŶĚĂƚůĞĂƐƚƚǁŽĐŽŵƉĞƟƚŽƌƐŽŶƚŚĞ
ŵĂƉ͘

______________________
DLJƉƌŽĚƵĐƚŽīĞƌƐƚŚĞĨŽůůŽǁŝŶŐďĞŶĞĮƚƐ͗

___________________________ ƚŽƚŚĞĨŽůůŽǁŝŶŐĐƵƐƚŽŵĞƌƐ͗
_______________________________________
___________________
Your Business Plan
ĂƐĞĚŽŶLJŽƵƌĂŶƐǁĞƌƐĂďŽǀĞ͕ǁƌŝƚĞLJŽƵƌŽǁŶƉŽƐŝƟŽŶŝŶŐƐƚĂƚĞŵĞŶƚ͘
KŶĐĞLJŽƵŚĂǀĞĐŽŵƉůĞƚĞĚ
_______________________________________ Exercise 6.10͕ƚƵƌŶƚŽƚŚĞ
ďĂĐŬŽĨƚŚĞŬĂŶĚǁƌŝƚĞĂ
_______________________________________ ƐƵŵŵĂƌLJŽĨƚŚĞĨŽůůŽǁŝŶŐŝŶ
LJŽƵƌďƵƐŝŶĞƐƐƉůĂŶ͗
_______________________________________
Market Analysis:
_______________________________________ WŽƐŝƟŽŶŝŶŐ
dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐŚŽǁ
_______________________________________ LJŽƵƌŝĚĞĂŝƐƵŶŝƋƵĞĂŶĚ
ĂĚĚƐǀĂůƵĞƌĞůĂƟǀĞƚŽǁŚĂƚ
_______________________________________ ŝĚĞĂƐŵĂLJĂůƌĞĂĚLJďĞŽƵƚ
ƚŚĞƌĞĂĚĚƌĞƐƐŝŶŐƚŚĞǀĞƌLJ
_______________________________________ ƐĂŵĞŝƐƐƵĞĂƐLJŽƵ͘

'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 99
EŽǁƚŚĂƚLJŽƵƵŶĚĞƌƐƚĂŶĚLJŽƵďƵƐŝŶĞƐƐ͛ĐŽƌĞǀĂůƵĞͲĂĚĚĞĚĂŶĚLJŽƵƵŶĚĞƌƐƚĂŶĚŚŽǁLJŽƵĂƌĞƉŽƐŝƟŽŶĞĚ
ĐŽŵƉĂƌĞĚƚŽLJŽƵƌĐŽŵƉĞƟƚŽƌƐ͕ŝƚŝƐŝŵƉŽƌƚĂŶƚƚŽƌĞĐŽŐŶŝnjĞƚŚĞƐƚƌĞŶŐƚŚƐ͕ǁĞĂŬŶĞƐƐ͕ŽƉƉŽƌƚƵŶŝƟĞƐ͕ĂŶĚ
ƚŚƌĞĂƚƐŽĨƚŚĞƉŽƐŝƟŽŶŝŶŐLJŽƵŚĂǀĞĐŚŽƐĞŶ͘dŽĚŽƚŚŝƐ͕ŵĂŶLJĞŶƚƌĞƉƌĞŶĞƵƌƐƵƐĞĂƚĂĐƟĐĐĂůůĞĚĂ^tKd
ĂŶĂůLJƐŝƐǁŚŝĐŚƐƚĂŶĚƐĨŽƌ^ƚƌĞŶŐƚŚƐ͕tĞĂŬŶĞƐƐĞƐ͕KƉƉŽƌƚƵŶŝƟĞƐĂŶĚdŚƌĞĂƚƐ͘^ƚƌĞŶŐƚŚƐĂŶĚtĞĂŬŶĞƐƐĞƐ
ĂƌĞ ĐŽŶƐŝĚĞƌĞĚ ŝŶƚĞƌŶĂů ĨĂĐƚŽƌƐ ǁŚŝůĞ KƉƉŽƌƚƵŶŝƟĞƐ ĂŶĚ dŚƌĞĂƚƐ ĂƐƐĞƐƐ ƚŚĞ ĞdžƚĞƌŶĂů ĨĂĐƚŽƌƐ ŽĨ ƚŚĞ
ďƵƐŝŶĞƐƐĞŶǀŝƌŽŶŵĞŶƚLJŽƵĂƌĞƚƌLJŝŶŐƚŽĞŶƚĞƌ͘ŽŶĚƵĐƟŶŐĂ^tKdĂŶĂůLJƐŝƐŝƐŝŵƉŽƌƚĂŶƚďĞĐĂƵƐĞƉĂƌƚ
ŽĨƉŝĐŬŝŶŐĂƉŽƐŝƟŽŶŝŶĂĐŽŵƉĞƟƟǀĞůĂŶĚƐĐĂƉĞŵĞĂŶƐƚŚĂƚLJŽƵĐĂŶŶŽƚďĞĞǀĞƌLJƚŚŝŶŐƚŽĞǀĞƌLJŽŶĞĂŶĚ
ƚŚĂƚLJŽƵǁŝůůŚĂǀĞǁĞĂŬŶĞƐƐĞƐĂŶĚƚŚƌĞĂƚƐ͘,ĂǀŝŶŐǁĞĂŬŶĞƐƐĞƐŽƌƚŚƌĞĂƚƐĚŽĞƐŶ͛ƚŵĞĂŶLJŽƵƌŝĚĞĂŝƐďĂĚ͕
ŝŶƐƚĞĂĚŝƚŝƐŝŵƉŽƌƚĂŶƚƚŽďĞĂǁĂƌĞŽĨƚŚĞŵƐŽƚŚĂƚLJŽƵĐĂŶǁŽƌŬƚŽǁĂƌĚƐŵŝŶŝŵŝnjŝŶŐƚŚĞŵĂŶĚŵĂŬĞƚŚĞ
ŵŽƐƚŽĨLJŽƵƌƐƚƌĞŶŐƚŚƐĂŶĚŽƉƉŽƌƚƵŶŝƟĞƐ͘

'ƌĂĐĞĂŶĚ^ĂŵŚĂǀĞƐƵŐŐĞƐƚĞĚƚŚĞŝƌĨƌŝĞŶĚƐĐƌĞĂƚĞĂ^tKdĂŶĂůLJƐŝƐƚŽŚĞůƉƚŚĞŵďĞŵŽƌĞĂǁĂƌĞŽĨ
ǁŚĂƚƚŚĞLJĚŽǁĞůůĂƐĂďƵƐŝŶĞƐƐĂŶĚǁŚĂƚŝƐŵŽƌĞĐŚĂůůĞŶŐŝŶŐ͘

STRENGTHS WEAKNESSES

High quality disposal process; Transportation challenges


Existing relationship with manager at
recyclable material factory

OPPORTUNITIES THREATS

Founder has space for sorting process; Overwhelming need in the community;
High demand for art and jewelry made Government infrastructure may
from recycled materials ultimately overtake services

Exercise 6.11: Your SWOT


hƐĞƚŚĞƐƉĂĐĞďĞůŽǁƚŽĐŽŵƉůĞƚĞĂ^tKdĂŶĂůLJƐŝƐŽĨLJŽƵƌďƵƐŝŶĞƐƐ͘

Strengths Weaknesses
tŚĂƚĂƌĞLJŽƵƌƉƌŽĚƵĐƚ͛ƐƐƚƌĞŶŐƚŚƐ͍tŚĂƚ tŚĂƚ ŝƐ ƐŽŵĞƚŚŝŶŐ LJŽƵƌ ƉƌŽĚƵĐƚ Žƌ ƐĞƌǀŝĐĞ
ŵĂŬĞƐLJŽƵƌƉƌŽĚƵĐƚĚŝīĞƌĞŶƚĨƌŽŵŽƚŚĞƌƐ͍ ĚŽĞƐŶŽƚĚŽǁĞůů͍

Your Business Plan


KŶĐĞLJŽƵŚĂǀĞĐŽŵƉůĞƚĞĚ KƉƉŽƌƚƵŶŝƟĞƐ Threats
Exercise 6.11͕ƚƵƌŶƚŽƚŚĞ tŚĂƚĂƌĞƚŚĞŽƉƉŽƌƚƵŶŝƟĞƐŝŶƚŚĞ tŚĂƚĂƌĞƚŚĞƚŚƌĞĂƚƐŝŶƚŚĞŵĂƌŬĞƚƉůĂĐĞ͍
ďĂĐŬŽĨƚŚĞŬĂŶĚǁƌŝƚĞĂ ŵĂƌŬĞƚƉůĂĐĞ͍tŚĂƚĐĂŶLJŽƵƚĂŬĞĂĚǀĂŶƚĂŐĞ tŚĂƚǁŝůůŵĂŬĞŝƚĚŝĸĐƵůƚƚŽŝŶƚƌŽĚƵĐĞLJŽƵƌ
ƐƵŵŵĂƌLJŽĨƚŚĞĨŽůůŽǁŝŶŐŝŶ ŽĨƚŽŝŶƚƌŽĚƵĐĞLJŽƵƌďƵƐŝŶĞƐƐ͍ ƉƌŽĚƵĐƚ͍
LJŽƵƌďƵƐŝŶĞƐƐƉůĂŶ͗

Market Analysis:
^tKdŶĂůLJƐŝƐ
dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐ
ŝŶƚĞƌŶĂůƐƚƌĞŶŐƚŚƐĂŶĚ
weaknesses as well as
ĞdžƚĞƌŶĂůŽƉƉŽƌƚƵŶŝƟĞƐĂŶĚ
ƚŚƌĞĂƚƐŝŶƚŚĞŵĂƌŬĞƚƉůĂĐĞ͘

100 | T hinking | Generating Great Ideas


Exercise 6.12: Your Product or Service
EŽǁƚŚĂƚLJŽƵŚĂǀĞĚĞǀĞůŽƉĞĚĂƐŽůŝĚƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝĚĞĂ͕ŝƚŝƐƟŵĞƚŽŵŽǀĞƚŽǁĂƌĚƐƉůĂŶŶŝŶŐ
ŚŽǁ ƚŽ ĞdžĞĐƵƚĞ LJŽƵƌ ŝĚĞĂ͘ /Ŷ ƚŚĞ ƐƉĂĐĞ ďĞůŽǁ ĚĞƐĐƌŝďĞ LJŽƵ ƉƌŽĚƵĐƚ Žƌ ƐĞƌǀŝĐĞ ĂƐ ĐůĞĂƌůLJ ĂŶĚ
ĞĸĐŝĞŶƚůLJĂƐƉŽƐƐŝďůĞ͘ĞƐƵƌĞƚŽŝŶĐůƵĚĞǁŚĂƚŶĞĞĚLJŽƵĂƌĞĂĚĚƌĞƐƐŝŶŐ͕ǁŚŽƚŚĞĐƵƐƚŽŵĞƌŝƐ͕ĂŶĚ
ƚŚĞǀĂůƵĞƚŚĂƚLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞĂĚĚƐĐŽŵƉĂƌĞĚƚŽLJŽƵƌĐŽŵƉĞƟƚŽƌƐ͘dŚŝƐĚĞƐĐƌŝƉƟŽŶǁŝůů
ŐƵŝĚĞƚŚĞĚĞǀĞůŽƉŵĞŶƚŽĨLJŽƵƌďƵƐŝŶĞƐƐƉůĂŶŝŶƚŚĞŶĞdžƚĐŚĂƉƚĞƌƐ͘

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Your Business Plan


KŶĐĞLJŽƵŚĂǀĞĐŽŵƉůĞƚĞĚ
Exercise 6.12͕ƚƵƌŶƚŽƚŚĞ
ďĂĐŬŽĨƚŚĞŬĂŶĚǁƌŝƚĞĂ
ƐƵŵŵĂƌLJŽĨƚŚĞĨŽůůŽǁŝŶŐŝŶ
LJŽƵƌďƵƐŝŶĞƐƐƉůĂŶ͗

Product or Service
^ŽůƵƟŽŶ͗
Product or Service
ĞƐĐƌŝƉƟŽŶ
dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐLJŽƵƌ
ƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝĚĞĂ͘Ğ
ƐƵƌĞƚŽŝŶĐůƵĚĞŝŶĨŽƌŵĂƟŽŶ
ĂďŽƵƚƚŚĞǀĂůƵĞĂĚĚĞĚďLJ
LJŽƵƌŝĚĞĂĂŶĚŚŽǁLJŽƵĂƌĞ
ƉŽƐŝƟŽŶŝŶŐLJŽƵƌƐĞůĨŝŶLJŽƵƌ
ďƵƐŝŶĞƐƐĞŶǀŝƌŽŶŵĞŶƚ͘

'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ | T hinking | 101


ZĞŇĞĐƟŽŶ͗ 'ĞŶĞƌĂƟŶŐ'ƌĞĂƚ/ĚĞĂƐ
hƐĞƚŚŝƐƐƉĂĐĞƚŽƌĞŇĞĐƚŽŶLJŽƵƌďƵƐŝŶĞƐƐŝĚĞĂĂŶĚƚŚĞ͞ƚŚŝŶŬŝŶŐ͟ƚŚĂƚůĞĚƵƉƚŽŝƚ͘zŽƵŵĂLJǁĂŶƚ
ƚŽĚŝƐĐƵƐƐLJŽƵƌǀĂůƵĞƐ͕ƐŬŝůůƐ͕ĐŽŵŵƵŶŝƚLJŶĞĞĚƐ͕ĂŶĚƌĞůĂƟŽŶƐŚŝƉƐƚŚĂƚĐŽŶƚƌŝďƵƚĞĚƚŽLJŽƵƌŝĚĞĂ͘

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ǀĞƌLJŐŽŽĚĞŶƚƌĞƉƌĞŶĞƵƌ
ǁŝůůŚĂǀĞƚŽƌĞǀŝƐĞƚŚĞŝƌƉůĂŶƐ _______________________________________
ŽǀĞƌĂŶĚŽǀĞƌĂŐĂŝŶĂƐƚŚĞLJ
ŐĂŝŶŶĞǁŝŶƐŝŐŚƚƐ͘ZĞŵĞŵďĞƌƚŽ _______________________________________
ůĞĂǀĞƐŽŵĞƐƉĂĐĞƚŽĐŽŵĞďĂĐŬ͕
ƌĞǀŝƐŝƚLJŽƵƌƌĞŇĞĐƟŽŶ͕ĂŶĚĂĚĚ _______________________________________
ŵŽƌĞƚŚŽƵŐŚƚƐĂƐŶĞĞĚĞĚ͘
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102 | T hinking | Generating Great Ideas


PLANNING
WĂƌƚϮ͗Planning
dŚŝƐƉĂƌƚŝƐĨŽĐƵƐĞĚŽŶĚĞǀĞůŽƉŝŶŐƚŚĞďƵƐŝŶĞƐƐŝĚĞĂLJŽƵŐĞŶĞƌĂƚĞĚŝŶWĂƌƚϭ͘dŚŝƐƉĂƌƚ
ǁŝůůŐƵŝĚĞLJŽƵƚŚƌŽƵŐŚƚŚĞƉƌŽĐĞƐƐŽĨŵĂŬŝŶŐLJŽƵƌŝĚĞĂĂƌĞĂůŝƚLJ͘>ŝŬĞWĂƌƚϭƉĂƌƚƚŚŝƐ
ƐĞĐƟŽŶŝƐŶŽƚĂůŝŶĞĂƌƉƌŽĐĞƐƐ͖LJŽƵŵĂLJŶĞĞĚƚŽƌĞƉĞĂƚŝƚĂĨĞǁƟŵĞƐƚŽĚĞǀĞůŽƉĂƉůĂŶ
ǁŝƚŚǁŚŝĐŚLJŽƵĂƌĞƐĂƟƐĮĞĚ͕ďĞĨŽƌĞŵŽǀŝŶŐŽŶƚŽWĂƌƚϯ͘

/ƚŝƐLJŽƵƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨŵĂƌŬĞƟŶŐ͕ŽƉĞƌĂƟŽŶƐ͕ĂĐĐŽƵŶƟŶŐ͕ĂŶĚĮŶĂŶĐĞĂŶĚŚŽǁ
ĞĂĐŚŽĨƚŚĞƐĞŝŵƉĂĐƚLJŽƵƌďƵƐŝŶĞƐƐƚŚĂƚǁŝůůĂůůŽǁLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞƚŽďĞĐŽŵĞĂ
ƌĞĂůŝƚLJ͘/ƚŝƐŝŵƉŽƌƚĂŶƚƚŽŚĂǀĞĂƉůĂŶďĞĨŽƌĞũƵŵƉŝŶŐŝŶƚŽĂĐƟŽŶƐŽƚŚĂƚLJŽƵĞīĞĐƟǀĞůLJ
ƵƐĞ ƌĞƐŽƵƌĐĞƐ ĂŶĚ ĂƌĞ ƐƵĐĐĞƐƐĨƵů͘ dŚƌŽƵŐŚŽƵƚ ƚŚŝƐ ƐĞĐƟŽŶ LJŽƵ ǁŝůů ďĞ ĚŝƌĞĐƚĞĚ ƚŽ
ƉƉĞŶĚŝdž / ƚŽ ĐŽŵƉůĞƚĞ ĚŝīĞƌĞŶƚ ƐĞĐƟŽŶƐ ŽĨ LJŽƵƌ ďƵƐŝŶĞƐƐ ƉůĂŶ͘ LJ ƚŚĞ ĞŶĚ ŽĨ ƚŚŝƐ
ƐĞĐƟŽŶ͕LJŽƵǁŝůůŚĂǀĞĂĐŽŵƉůĞƚĞĚďƵƐŝŶĞƐƐƉůĂŶ͘

dŚŝƐƉĂƌƚŚĂƐƚǁŽŵĂŝŶŽďũĞĐƟǀĞƐ͗
• dŽŚĞůƉLJŽƵůŽŽŬĂƚLJŽƵƌďƵƐŝŶĞƐƐŝĚĞĂĨƌŽŵŵĂƌŬĞƟŶŐ͕ŽƉĞƌĂƟŽŶƐ͕ĮŶĂŶĐĞ͕ĂŶĚ
ĂĐĐŽƵŶƟŶŐƉĞƌƐƉĞĐƟǀĞƐ
• dŽĚĞǀĞůŽƉĂĨĞĂƐŝďůĞĂŶĚŝŵƉůĞŵĞŶƚĂďůĞďƵƐŝŶĞƐƐƉůĂŶƚŚĂƚLJŽƵĂƌĞƌĞĂĚLJƚŽ
ƉƵƚŝŶƚŽĂĐƟŽŶ
>> Developing
a Marketing
Plan

7
WƌŽĚƵĐƚŽƌ^ĞƌǀŝĐĞ
WĞŽƉůĞ
WƌŽŵŽƟŽŶ
Place
Price
DĂƌŬĞƟŶŐ ŝƐ ĂŶ ĞƐƐĞŶƟĂů ĐŽŵƉŽŶĞŶƚ ƚŽ ĂŶLJ ďƵƐŝŶĞƐƐ͘ /Ŷ WĂƌƚ /͕ LJŽƵ ŝĚĞŶƟĮĞĚ Ă ŐƌŽƵƉ ŽĨ
ƉĞŽƉůĞŝŶLJŽƵƌĐŽŵŵƵŶŝƚLJǁŚŽƐŚĂƌĞĚĂŶĞĞĚŽƌƉƌŽďůĞŵĂŶĚŐĞŶĞƌĂƚĞĚĂĨĞĂƐŝďůĞƉƌŽĚƵĐƚ
ŽƌƐĞƌǀŝĐĞŝĚĞĂƚŚĂƚǁŽƵůĚĮůůƚŚĂƚŶĞĞĚ͘KŶĐĞLJŽƵĨƵƌƚŚĞƌĚĞǀĞůŽƉƚŚĞƵŶŝƋƵĞǀĂůƵĞƚŚĂƚLJŽƵƌ
ŝĚĞĂĂĚĚƐ͕LJŽƵŵƵƐƚƚŚŝŶŬĐĂƌĞĨƵůůLJĂďŽƵƚŚŽǁƚŽĐŽŶǀĞLJƚŚĂƚƐƚŽƌLJƚŽƚŚĂƚŐƌŽƵƉŽĨƉĞŽƉůĞ
ƐŽƚŚĂƚƚŚĞLJďƵLJLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͘zŽƵǁŝůůůĞĂƌŶƚŽĐŽŶǀĞLJƚŚĂƚƐƚŽƌLJƚŚƌŽƵŐŚĂĚĞĞƉ
ƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨWĞŽƉůĞ;ǁŚŽƐĞŶĞĞĚĂƌĞLJŽƵƌƐŽůǀŝŶŐ͍Ϳ͕WƌŽĚƵĐƚ;ǁŚĂƚŝƐLJŽƵƌƐŽůƵƟŽŶ͍Ϳ͕
WƌŽŵŽƟŽŶ ;ŚŽǁ ǁŝůů LJŽƵ ĐŽŵŵƵŶŝĐĂƚĞ LJŽƵƌ ƐŽůƵƟŽŶ͍Ϳ͕ WůĂĐĞ ;ǁŚĞƌĞ ĐĂŶ ƚŚĞLJ ďƵLJ LJŽƵƌ
ƉƌŽĚƵĐƚ͍Ϳ͕ĂŶĚWƌŝĐĞ;ĂƚǁŚĂƚƉƌŝĐĞĐĂŶƚŚĞLJďƵLJLJŽƵƌƉƌŽĚƵĐƚ͍Ϳ͘

/ŵƉŽƌƚĂŶƚtŽƌĚƐƚŽ<ŶŽǁ

Mission statement:ŽŶǀĞLJƐLJŽƵƌ ZĞĂĐŚĂŶĚ&ƌĞƋƵĞŶĐLJ͗ZĞĂĐŚŝƐ


ƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝĚĞĂĂŶĚŝƚƐ ƚŚĞŶƵŵďĞƌŽĨƉĞŽƉůĞLJŽƵƚŽƵĐŚ
ŝŵƉŽƌƚĂŶĐĞŝŶĂƐŚŽƌƚ͕ĐŽŶĐŝƐĞ͕ĂŶĚ ǁŝƚŚLJŽƵƌŵĂƌŬĞƟŶŐŵĞƐƐĂŐĞ
ƉŽǁĞƌĨƵůǁĂLJ͘ ŽƌƚŚĞŶƵŵďĞƌŽĨƉĞŽƉůĞƚŚĂƚ
ĂƌĞĞdžƉŽƐĞĚƚŽLJŽƵƌŵĞƐƐĂŐĞ͘
DĂƌŬĞƟŶŐDŝdž͗dŚĞŵŝdžŝƐŵĂĚĞƵƉ
&ƌĞƋƵĞŶĐLJŝƐƚŚĞŶƵŵďĞƌŽĨƟŵĞƐ
ŽĨƚŚĞϱďĂƐŝĐĞůĞŵĞŶƚƐŬŶŽǁŶĂƐ
LJŽƵƚŽƵĐŚĞĂĐŚƉĞƌƐŽŶǁŝƚŚLJŽƵƌ
ƚŚĞϱW͛Ɛ͗WƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͕WƌŝĐĞ͕
ŵĞƐƐĂŐĞ͘ZĞŵĞŵďĞƌƚŚŝƐƌƵůĞ
WůĂĐĞ͕WƌŽŵŽƟŽŶ͕ĂŶĚWĞŽƉůĞ͘
ǁŚĞŶĐŽŶƐŝĚĞƌŝŶŐLJŽƵƌƌĞĂĐŚǀƐ͘
Target:dŚĞƉŽƉƵůĂƟŽŶŽƌŐƌŽƵƉ ĨƌĞƋƵĞŶĐLJŽƉƟŽŶƐ͗ZĞĂĐŚǁŝƚŚŽƵƚ
ŽĨƉĞŽƉůĞǁŚŽǁĂŶƚƐƚŽďƵLJLJŽƵƌ &ƌĞƋƵĞŶĐLJсtĂƐƚĞĚZĞƐŽƵƌĐĞƐ͘/ƚ
ƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͘dŚĞƐĞĂƌĞ ŵĂLJďĞŵŽƌĞĞīĞĐƟǀĞƚŽƚŽƵĐŚĂ
ƚŚĞƉĞŽƉůĞLJŽƵǁŝůůĚŝƌĞĐƚLJŽƵƌ ƐŵĂůůŶƵŵďĞƌŽĨƉĞŽƉůĞŵĂŶLJƟŵĞƐ
ŵĂƌŬĞƟŶŐŵĞƐƐĂŐĞƐƚŽ͘ ƚŚĂŶƚŽƚŽƵĐŚĂůĂƌŐĞŶƵŵďĞƌŽĨ
ƉĞŽƉůĞŽŶůLJŽŶĐĞ͘
Networking:hƟůŝnjŝŶŐƚŚĞƉĞŽƉůĞ
ĂŶĚƉůĂĐĞƐĂƌŽƵŶĚLJŽƵƚŽŵĂƌŬĞƚ
LJŽƵƌďƵƐŝŶĞƐƐ͘
Lesson 7.1: Product or Service
/ŶWĂƌƚ/͕LJŽƵǁĞŶƚĨƌŽŵŚĂǀŝŶŐĂŶŝĚĞĂŽŶŚŽǁƚŽƐŽůǀĞĂĐŽŵŵƵŶŝƚLJŶĞĞĚƚŽǀĞƌŝĨLJŝŶŐ͕ƐůŝŐŚƚůLJĂůƚĞƌŝŶŐ͕
ŽƌĐŽŵƉůĞƚĞůLJƌĞƚŚŝŶŬŝŶŐƚŚĂƚŝĚĞĂďĂƐĞĚŽŶĚŝƌĞĐƚĨĞĞĚďĂĐŬĨƌŽŵƉĞŽƉůĞ͘EŽǁƚŚĂƚLJŽƵŚĂǀĞĂƐŽůŝĚŝĚĞĂ͕
LJŽƵǁŝůůĚĞǀĞůŽƉĂŵĂƌŬĞƟŶŐƐƚƌĂƚĞŐLJƚŚĂƚǁŝůůŚĞůƉĂůůŽǁLJŽƵƚŽĐůĞĂƌůLJĐŽŵŵƵŶŝĐĂƚĞƚŚƌŽƵŐŚĞǀĞƌLJƚŚŝŶŐ
LJŽƵĚŽŚŽǁĞdžĂĐƚůLJLJŽƵƌŝĚĞĂƉƌŽǀŝĚĞƐƵŶŝƋƵĞǀĂůƵĞƚŽƚŚĂƚŐƌŽƵƉŽĨƉĞŽƉůĞ͘dŚĞĮƌƐƚƉĂƌƚŽĨĚĞǀĞůŽƉŝŶŐ
ƚŚŝƐƐƚƌĂƚĞŐLJŝƐďĞŝŶŐĂďůĞƚŽĐůĞĂƌůLJƐƚĂƚĞǁŚĂƚLJŽƵĂƌĞƐƚƌŝǀŝŶŐƚŽĚŽĂŶĚǁŚLJ͘dŚŝƐŝƐĐĂůůĞĚďƵŝůĚŝŶŐĂ
ŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚ͘dŚŝƐĐŽŶǀĞLJƐLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝĚĞĂĂŶĚŝƚƐŝŵƉŽƌƚĂŶĐĞŝŶĂƐŚŽƌƚ͕ĐŽŶĐŝƐĞ͕ĂŶĚ
ƉŽǁĞƌĨƵůǁĂLJ͘ǁĞůůͲǁƌŝƩĞŶŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚĐĂŶďĞƚŚĞŐƵŝĚŝŶŐĨŽƵŶĚĂƟŽŶĨŽƌĂďƵƐŝŶĞƐƐ͘

Your Business Plan


Exercise 7.1: Your Mission Statement
KŶĐĞLJŽƵŚĂǀĞĐŽŵƉůĞƚĞĚ
ĂƐĞĚŽŶƚŚĞŝŶĨŽƌŵĂƟŽŶLJŽƵŚĂǀĞĨƌŽŵWĂƌƚ/͕ĐƌĞĂƚĞĂŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚƚŚĂƚĚĞƐĐƌŝďĞƐƚŚĞ Exercise 7.1͕ƚƵƌŶƚŽƚŚĞ
ŝĚĞĂLJŽƵĚĞǀĞůŽƉĞĚĂůŽŶŐǁŝƚŚƚŚĞĐŽŵŵƵŶŝƚLJŶĞĞĚŝƚĮůůƐ͘ ďĂĐŬŽĨƚŚĞŬĂŶĚǁƌŝƚĞĂ
ƐƵŵŵĂƌLJŽĨƚŚĞĨŽůůŽǁŝŶŐŝŶ
_______________________________________ LJŽƵƌďƵƐŝŶĞƐƐƉůĂŶ͗

_______________________________________ Product or Service


^ŽůƵƟŽŶ͗
_______________________________________ DŝƐƐŝŽŶ^ƚĂƚĞŵĞŶƚ
dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐ
_______________________________________ LJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ
ŝĚĞĂŝŶĂŶĚŝƚƐŝŵƉŽƌƚĂŶĐĞ
_______________________________________ ŝŶĂƐŚŽƌƚ͕ĐŽŶĐŝƐĞ͕ĂŶĚ
ƉŽǁĞƌĨƵůǁĂLJ͘ĞƐƵƌĞƚŽ
_______________________________________ ŝŶĐůƵĚĞŝŶLJŽƵƌĚĞƐĐƌŝƉƟŽŶ
LJŽƵƌŝĚĞĂ͕ƚŚĞŶĞĞĚLJŽƵĂƌĞ
_______________________________________ ŵĞĞƟŶŐ͕ĂŶĚƚŚĞƉĞŽƉůĞ
ǁŚŽǁŝůůďĞŶĞĮƚĨƌŽŵLJŽƵƌ
_______________________________________ ŝĚĞĂ͘

Lesson 7.2: People


tŚŽĂƌĞƚŚĞƉĞŽƉůĞǁŚŽǁŝůůďĞŶĞĮƚĨƌŽŵLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŝĚĞĂ͍ĂƐĞĚŽŶƚŚĞŝŶĨŽƌŵĂƟŽŶLJŽƵ
ŐĂƚŚĞƌĞĚǁŚĞŶĐŽŶĚƵĐƟŶŐŝŶƚĞƌǀŝĞǁƐ͕LJŽƵƐŚŽƵůĚďĞĂďůĞƚŽƚĂůŬĂďŽƵƚƚŚĞĨŽůůŽǁŝŶŐ͗

ͻWĞƌƐŽŶĂůŝŶĨŽƌŵĂƟŽŶ͗'ĞŶĚĞƌ͕ŝŶĐŽŵĞ͕ĂŐĞ͕ŽĐĐƵƉĂƟŽŶ͕ĞĚƵĐĂƟŽŶ͕ĨĂŵŝůLJ͕ůŝĨĞĐLJĐůĞ͕ŐĞŽŐƌĂƉŚŝĐ
ƌĞŐŝŽŶ͕ůŝĨĞƐƚLJůĞ͕ĂƫƚƵĚĞƐ
• Problem:EĞĞĚƐͬďĞŶĞĮƚƐƐŽƵŐŚƚďLJƚŚĞŵ͘
• Purchasing process:tŚĂƚĚŽĞƐƚŚĞĚĞĐŝƐŝŽŶŵĂŬŝŶŐƉƌŽĐĞƐƐŝŶǀŽůǀĞ͍tŚĂƚƐŽƵƌĐĞƐŽĨŝŶĨŽƌŵĂƟŽŶ
ĂƌĞƐŽƵŐŚƚƚŽŵĂŬĞĂĚĞĐŝƐŝŽŶ͍tŚĂƚŝƐƟŵĞůŝŶĞŽĨƉƵƌĐŚĂƐĞ͍tŚŽŵĂŬĞƐƚŚĞƉƵƌĐŚĂƐĞ͍
• Product usage:tŚŽŝƐƵƐŝŶŐƚŚĞƉƌŽĚƵĐƚ͍tŚLJĚŽƚŚĞLJƵƐĞŝƚ͍tŚĞŶĚŽƚŚĞLJƵƐĞŝƚ͍,ŽǁŝƐŝƚ
ƵƐĞĚ͍

/ƚ ŝƐ ĐƌŝƟĐĂů ƚŽ ƵŶĚĞƌƐƚĂŶĚ LJŽƵƌ ƚĂƌŐĞƚ ŵĂƌŬĞƚ ĂƐ ƚŚĞ ƉŝĐƚƵƌĞ LJŽƵ ŚĂǀĞ ŽĨ ƚŚĞŵ ǁŝůů ŐƵŝĚĞ Ăůů ŽĨ LJŽƵƌ
ŵĂƌŬĞƟŶŐƐƚƌĂƚĞŐLJĚĞĐŝƐŝŽŶƐŐŽŝŶŐĨŽƌǁĂƌĚ͘ǀĞƌLJƚŚŝŶŐLJŽƵĚŽƐŚŽƵůĚďĞŐƌŽƵŶĚĞĚŝŶŝŶĨŽƌŵĂƟŽŶLJŽƵ
ŬŶŽǁĂďŽƵƚƚŚĞƚĂƌŐĞƚŵĂƌŬĞƚƌĂƚŚĞƌƚŚĂŶďĂƐĞĚŽŶŐƵƚĨĞĞůŝŶŐŽƌǁŚĂƚǁŽƌŬƐĨŽƌĂŶŽƚŚĞƌďƵƐŝŶĞƐƐ͘

ĞǀĞůŽƉŝŶŐĂDĂƌŬĞƟŶŐWůĂŶ | Planning | 107


Exercise 7.2: Who are they?
hƐĞƚŚĞƋƵĞƐƟŽŶƐĂďŽǀĞƚŽƚŚŝŶŬĂďŽƵƚƚŚĞƉĞŽƉůĞŝŶƚŚĞŵĂƌŬĞƚĨŽƌLJŽƵƌŝĚĞĂ͘hƐĞ
ƚŚĞƐƉĂĐĞďĞůŽǁƚŽƌĞĐŽƌĚLJŽƵƌĂŶƐǁĞƌƐ͘

_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
/ŶƚŚĞƐƉĂĐĞďĞůŽǁ͕ĚƌĂǁĂĚĞƚĂŝůĞĚƉŝĐƚƵƌĞŽĨƚŚŽƐĞƉĞŽƉůĞ͘zŽƵŵĂLJŝŶĐůƵĚĞƚŚŝŶŐƐƚŚĞLJĂƌĞ
ƚŚŝŶŬŝŶŐ͕ƐĂLJŝŶŐŽƌĚŽŝŶŐŝŶLJŽƵƌƉŝĐƚƵƌĞŽƌĚŝĂŐƌĂŵ͘

108 | Planning | ĞǀĞůŽƉŝŶŐĂDĂƌŬĞƟŶŐWůĂŶ


Exercise 7.3: How do they use the product?
WƌŽǀŝĚĞĂĚĞƐĐƌŝƉƟŽŶďĞůŽǁƚŚĂƚĞdžƉůĂŝŶƐŚŽǁƚŚĞLJŝŶƚĞƌĂĐƚǁŝƚŚƚŚĞƉƌŽĚƵĐƚŽƌĞdžƉĞƌŝĞŶĐĞƚŚĞ
ƐĞƌǀŝĐĞ͘

_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
/ŶƚŚĞƐƉĂĐĞďĞůŽǁ͕ŝůůƵƐƚƌĂƚĞƚŚĞĂďŽǀĞĚĞƐĐƌŝƉƟŽŶ͘

Your Business Plan


KŶĐĞLJŽƵŚĂǀĞĐŽŵƉůĞƚĞĚ
Exercise 7.3͕ƚƵƌŶƚŽƚŚĞ
ďĂĐŬŽĨƚŚĞŬĂŶĚǁƌŝƚĞĂ
ƐƵŵŵĂƌLJŽĨƚŚĞĨŽůůŽǁŝŶŐŝŶ
LJŽƵƌďƵƐŝŶĞƐƐƉůĂŶ͗

DĂƌŬĞƟŶŐWůĂŶ͗
WĞŽƉůĞ
dŚŝƐƐĞĐƟŽŶĚĞƐĐƌŝďĞƐŝŶ
ĚĞƚĂŝůƚŚĞƉĞŽƉůĞǁŚŽƐĞ
ŶĞĞĚLJŽƵƌƉƌŽĚƵĐƚŽƌ
ƐĞƌǀŝĐĞŝƐŵĞĞƟŶŐ͘ĞƐƵƌĞ
ƚŽŝŶĐůƵĚĞĚĞŵŽŐƌĂƉŚŝĐ
ŝŶĨŽƌŵĂƟŽŶĂƐǁĞůůĂƐŚŽǁ
ƚŚĞLJƵƐĞƚŚĞƉƌŽĚƵĐƚŽƌ
ƐĞƌǀŝĐĞ͘

ĞǀĞůŽƉŝŶŐĂDĂƌŬĞƟŶŐWůĂŶ | Planning | 109


Lesson 7.3: WƌŽŵŽƟŽŶ
ƌĂŶĚŝƐƚŚĞŝĚĞŶƟƚLJŽĨĂƐƉĞĐŝĮĐƉƌŽĚƵĐƚ͕ƐĞƌǀŝĐĞŽƌďƵƐŝŶĞƐƐ͘ďƌĂŶĚŝƐĞǀĞƌLJƚŚŝŶŐƚŚĂƚLJŽƵƌďƵƐŝŶĞƐƐ
ĐŽŵŵƵŶŝĐĂƚĞƐ ĂďŽƵƚ ŝƚƐĞůĨ ƚŽ ŽƚŚĞƌƐ ĨƌŽŵ ŝƚƐ ŶĂŵĞ͕ ůŽŐŽ͕ ĂŶĚ ĐŽůŽƌ ƉĂůĞƩĞ ƚŽ ŝƚƐ ŇLJĞƌ͕ ƐŝŐŶƐ͕ ĂŶĚ
ŵĂƌŬĞƟŶŐĐĂŵƉĂŝŐŶƐ͘ůĞŐĂůůLJƉƌŽƚĞĐƚĞĚďƌĂŶĚŶĂŵĞŝƐĐĂůůĞĚƚƌĂĚĞŵĂƌŬ͘ůůLJŽƵƌĚĞĐŝƐŝŽŶƐĂďŽƵƚLJŽƵƌ
ŵĂƌŬĞƟŶŐƐƚƌĂƚĞŐLJƐŚŽƵůĚďĞďĂƐĞĚŝŶƚŚĞďƌĂŶĚƚŚĂƚLJŽƵŚĂǀĞĚĞĮŶĞĚ͘/ŶƚŚŝƐůĞƐƐŽŶǁŝůůůĞĂƌŶŚŽǁƚŽ
ĚĞĮŶĞ͕ĐŽŵŵƵŶŝĐĂƚĞ͕ĂŶĚƉƌŽŵŽƚĞLJŽƵƌďƌĂŶĚ͘

ĞĮŶŝŶŐzŽƵƌƌĂŶĚ
dŚĞŵŽƐƚƉŽǁĞƌĨƵůǁĂLJƚŽĐŽŵŵƵŶŝĐĂƚĞǁŚŽLJŽƵĂƌĞĂƐĂďƵƐŝŶĞƐƐŝƐďLJďƵŝůĚŝŶŐĂƐƚƌŽŶŐĂŶĚƚŚŽƵŐŚƞƵů
ďƌĂŶĚ͘ǀĞƌLJƉĂƌƚŽĨLJŽƵƌďƌĂŶĚǁŚĞƚŚĞƌŝƚďĞƚŚĞůŽŐŽŽƌƚŚĞĐŽůŽƌƐLJŽƵƵƐĞŽŶƚŚĞŇLJĞƌ͕ƐŚŽƵůĚďĞ
ĚĞĐŝĚĞĚďĂƐĞĚŽŶǁŚĂƚLJŽƵŬŶŽǁĂďŽƵƚƚŚĞƉĞŽƉůĞǁŚŽƐĞŶĞĞĚLJŽƵĂƌĞŵĞĞƟŶŐƚŚƌŽƵŐŚLJŽƵƌƉƌŽĚƵĐƚ
ŽƌƐĞƌǀŝĐĞ͘zŽƵƌďƌĂŶĚŝĚĞŶƟƚLJŝƐůŝŬĞLJŽƵƌďƵƐŝŶĞƐƐ͛ƉĞƌƐŽŶĂůŝƚLJ͘&ŽƌĞdžĂŵƉůĞ͕ĂďƵƐŝŶĞƐƐƚŚĂƚƐĞůůƐĂƐŽĚĂ
ƉƌŽĚƵĐƚŵŝŐŚƚŚĂǀĞĂĨƵŶŽƌ͞ďƵďďůLJ͟ƉĞƌƐŽŶĂůŝƚLJ͕ƐŽLJŽƵŵŝŐŚƚĐƌĞĂƚĞĂŵĂƐĐŽƚŽƌŝĐŽŶƚŚĂƚĚĞŵŽŶƐƚƌĂƚĞƐ
ƚŚĂƚĐŚĂƌĂĐƚĞƌŝƐƟĐŽƌĐŚĂƌĂĐƚĞƌ͘/ĨLJŽƵƌŐŽĂůŝƐƋƵĂůŝƚLJ͕ƚŚĞŶLJŽƵŵĂLJŚĂǀĞĂŵŽƌĞĞdžƉĞŶƐŝǀĞƉƌŽĚƵĐƚĂŶĚ
LJŽƵƌŵĞƐƐĂŐŝŶŐƐŚŽƵůĚƌĞŇĞĐƚŝƚƐďĞŶĞĮƚƐŝŶƐƚĞĂĚŽĨŝƚƐƉƌŝĐĞ͘

tŚŝůĞĚĞĮŶŝŶŐLJŽƵƌďƌĂŶĚŝƐĂĐƌƵĐŝĂůĮƌƐƚƐƚĞƉ͕ŝƚŝƐƚŚĞŶŶĞĐĞƐƐĂƌLJƚŚĂƚLJŽƵĐŽŶƐŝƐƚĞŶƚůLJƵƐĞƚŚĂƚďƌĂŶĚ
ŝŶ Ăůů LJŽƵƌ ŵĞƐƐĂŐŝŶŐ͘ dŚĂƚ ŵĞĂŶƐ ŝĨ LJŽƵ ƵƐĞ Ă ůŽŐŽ͕ ĂůǁĂLJƐ ƵƐĞ ƚŚĞ ƐĂŵĞ ůŽŐŽ͕ ŝŶ ƚŚĞ ƐĂŵĞ ĨŽƌŵĂƚ͕
ǁŚĞŶĞǀĞƌŝƚŝƐƉƌŝŶƚĞĚ͘/ĨLJŽƵƵƐĞĂƐůŽŐĂŶ͕ŵĂŬĞƐƵƌĞŝƚŝƐĂůǁĂLJƐǁƌŝƩĞŶŝŶƚŚĞƐĂŵĞǁĂLJ͘ƐLJŽƵƉůĂŶĨŽƌ
ĂĚǀĞƌƟƐŝŶŐŽƌƐƉĞĐŝĂůƉƌŽŵŽƟŽŶƐ͕ŵĂŬĞƐƵƌĞƚŚĂƚŝƚŝƐĐŽŶƐŝƐƚĞŶƚǁŝƚŚLJŽƵƌŝŵĂŐĞ͘

KŶĞĞdžĂŵƉůĞLJŽƵŵĂLJďĞĨĂŵŝůŝĂƌǁŝƚŚŝƐDƌ͘WƌŝĐĞ͕ƚŚĞĐůŽƚŚŝŶŐŐƌŽƵƉŽĨĂ^ŽƵƚŚĨƌŝĐĂŶƌĞƚĂŝůŝŶŐŐŝĂŶƚ͘
Dƌ͘WƌŝĐĞĐŽǀĞƌƐĂůůŐĞŶĚĞƌƐŝŶĐůŽƚŚŝŶŐ͕ŝŶƟŵĂƚĞǁĞĂƌ͕ĨŽŽƚǁĞĂƌĂŶĚĂĐĐĞƐƐŽƌŝĞƐƚŚĂƚĂƌĞĂŝŵĞĚƚŽǁĂƌĚƐ
ĨĂƐŚŝŽŶĐŽŶƐĐŝŽƵƐĂŶĚǀĂůƵĞͲŵŝŶĚĞĚĨĂŵŝůŝĞƐ͘ƐƚŚĞKŽĨƚŚĞĐŽŵƉĂŶLJĚĞƐĐƌŝďĞƐ͕ƚŚĞĐŽŵƉĂŶLJďƌŝŶŐƐ
ĨĂƐŚŝŽŶĂƚĞǀĞƌLJĚĂLJůŽǁƉƌŝĐĞƐƚŽƚŚĞŝƌĐŽŶƐƵŵĞƌƐ͘dŚƵƐ͕ƚŚĞŶĂŵĞ͞Dƌ͘WƌŝĐĞ͟ŝƐƚŚĞƉĞƌĨĞĐƚŶĂŵĞƚŽ
ƌĞŇĞĐƚƚŚĞǀĂůƵĞƚŚĂƚƚŚĞĐŽŵƉĂŶLJƉƌŽǀŝĚĞƐůŽǁĐŽƐƚĐůŽƚŚĞƐƚŽŝƚƐĐƵƐƚŽŵĞƌƐ͘

Exercise 7.4: Branding


ĂŶ LJŽƵ ŐŝǀĞ ƚŚƌĞĞ ŽƚŚĞƌ ĞdžĂŵƉůĞƐ ŽĨ ďƌĂŶĚŝŶŐ ƚŚĂƚ ĂƌĞ ĨĂŵŝůŝĂƌ ĂŶĚ ƌĞĐŽŐŶŝnjĂďůĞ ŝŶ LJŽƵƌ
ĐŽŵŵƵŶŝƚLJ͍tŚĂƚŝŵĂŐĞƐ͕ĐŽůŽƌƐ͕ƐŽƵŶĚƐ͕ƚĞdžƚƵƌĞƐ͕ƐŵĞůůƐ͕ŽƌǁŽƌĚƐĚŽLJŽƵĂƐƐŽĐŝĂƚĞǁŝƚŚƚŚĂƚ
ďƵƐŝŶĞƐƐ͍

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110 | Planning | ĞǀĞůŽƉŝŶŐĂDĂƌŬĞƟŶŐWůĂŶ