This model helps you to identify gaps in the market: position your competitors according to the three axes (e.g. , pricing, potential for passing trade, popularity). Where is there a niche?

Pay attention to your thoughts, because they become words. Pay attention to your words, because they become actions. Pay attention to your actions, because they become habits. Pay attention to your habits, because they become your character. Pay attention to your character, because it is your fate.

Green hat: creative, associative thinking, new ideas, brainstorming, constructive. • Blue hat: structured thinking, process overview, the big picture.

thought about that which everybody sees. Arthur Schopenhauer

In double-loop learning you think about and question what you are doing, and try to break your own pattern, not simply by doing something differently, but by thinking about why you do it the way you do it. What are the objectives and values behind your actions? If you are fully aware of these, you may be able to change them.

Every evening for three weeks, ask yourself the following three questions, and insert your answers in the model on a scale of one (“doesn’t apply at all”) to ten (“totally applies”): • Have to. To what extent are my current tasks being imposed on me or demanded of me? • Able to. To what extent do my tasks match my abilities? • Want to. To what

tipping point: if your expectations exceed a critical point, disappointment is inevitable, because whatever you are dreaming of becomes unattainable.

The fault-finder: “The idea is good, but…” • The dictator: “No!” • The schoolteacher: “No, the idea isn’t good because…”

The psychology professor Barry Schwarz has a simple recommendation: reduce your choice. For example, in a restaurant, pick the first dish on the menu that you like the look of, and then immediately close the menu. Because the more options you juggle in your mind, the more dissatisfied you will be.