Abhilash Rao

Category points-of-parity are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service category. In other words, they represent necessary—but not sufficient— conditions for brand choice.

Be a Good Citizen As you assemble your network of support, be careful not to adopt a “take” mentality. Wharton professor Adam Grant has explored the roles of “givers” and “takers” in his research.

You can’t just shout your top ten features at people in a billboard and a website and packaging just like you can’t simply hand someone your résumé at an interview, then lunch, then on a date.

The very concept of a limit implies that you can’t do everything you want—so we must think of smarter ways to work. Let’s be honest: Many of us don’t make this kind of adjustment until we are required to. Limits force us to rethink how we are working and push us to new heights of creativity.

“autotelic personality,” or the ability to create flow experiences even in the most barren environment—an almost inhumane workplace, a weed-infested urban neighborhood.

Ask propelling questions Propelling questions reset our status quo and encourage us to explore different ways of doing things. They often start with: How might we? How could I? What would happen if? These questions are designed to prevent our existing knowledge from limiting our ability to imagine new possibilities. They fast-forward us into the