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While tracking trends can be a useful tool in dealing with the unpredictable future, market research can be more of a problem than a help. Research does best at measuring the past. New ideas and concepts are almost impossible to measure. No one has a frame of reference. People don’t know what they will do until they face an actual decision.
The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
Al Ries
Recipe 31 Write on: documenting is more important than documentation.
Pragmatic Thinking and Learning
Andy Hunt
Jacob Warren Getzels and Mihaly Csikszentmihalyi showed that this is also true in art: New, groundbreaking work is rarely created on a whim by some accidental artist who believes himself to be amazingly innovative. On the contrary: The more time an artist devotes to learning about an aesthetic “problem,” the more unexpected and creative his solution will be regarded later by art experts (Getzels and Csikszentmihalyi 1976).
How to Take Smart Notes
Sönke Ahrens
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