Contrary to conventional wisdom that innovation is a rare act of creative genius limited to the gifted few, Phil McKinney lays out practical guidelines that any professional with passion and innate inquisitiveness can use to identify, nurture, and implement new business ideas. McKinney's book contains valuable advice to aspiring innovators and is refreshing and highly informative read for any entrepreneur.




Len Sherman, adjunct professor, Columbia Business School

Beyond The Obvious

Many assumptions about our business ultimately turn out to be wrong, which is why it's so important to ask the right questions at the right time. In Beyond The Obvious, Phil McKinney arms readers with the skills to ask razor-sharp questions that lead to better ideas and more effective innovation.




Wendell P. Weeks, chairman and CEO, Corning

Beyond The Obvious

Product innovation is a prerequisite to building great brands. Phil's questions are a prerequisite to building innovative products.




Satjiv S. Chahil, former global marketing chief, Apple

Beyond The Obvious

I've always believed that asking the right questions is the essence of design. Phil McKinney proves that point with this wonderful set of killer questions that will jump-start — or greatly enhance —your innovation efforts.




B. Joseph Pine II, co-author of The Experience Economy and Infinite Possibility

Human beings are creatures of habit, so getting ourselves and our teams to think beyond the obvious is a challenge we face all the time. Phil McKinney is an innovation expert, and his killer questions and hit-the-spot anecdotes provide a great way to get out in front of opportunities we otherwise won't see.




Geoffrey Moore, author of Crossing The Chasm and Escape Velocity