What did Apple CEO Steve Jobs mean, when he was recently quoted as saying: „Why should I query people if that what they want is hiding in every corner?“ Market research, so the quote continues, is the science of the approximate and as such unacceptable to him.

This is the headline above our work. Is this realistic, we are often asked. Why do we vehemently resist doing the possible? And isn’t it a discrepancy to our concern to always make sure that we do not lose track of the practicable?

Edward de Bono, born 1933 in Malta, one of the most influential thinkers of our times, wrote a noteworthy book with the title „Think! Before it’s too late“. Edward de Bono is regarded as one of the leading thinkers on creative thinking. He developed a multitude of techniques which assist in loosening long-established patterns of thought, in order to develop new ideas.