Just Enough Research, 2e

We don’t want the way we do things now to inhibit your creativity. We want blue-sky thinking

tank your project
discover your best competitive advantages
learn how to convince your customers to care about the same things you do
identify small changes with a huge potential influence
see where your own blind spots and biases are preventing you from doing your best work

determine whether you’re solving the right problem
figure out who in an organization is likely to

Research is a tool—a periscope offering you a better view of your surroundings. It can be very powerful if applied thoughtfully. Rather than piling on the costs, research can save you and the rest of your team a ton of time and effort

Scariest of all, it means admitting you don’t have all the answers

You may have a vague idea that research is a good thing, but the benefits are fuzzy while the costs are all too clear

In such settings, “research” can be a very scary word. It sounds like money you don’t have and time you can’t spare

The myth of the creative genius makes it very difficult to say “I don’t know

That where humans are concerned, context is everything.

Finding information is relatively easy. The knowledge already exists. You just have to find a trustworthy source for it. Assessing credibility is the hard part. (“Is the Malabar giant squirrel real?”)