Dare to Think Differently: How Open-Mindedness Creates Exceptional Decision-Making

Open-minded people—those willing to evaluate and alter how they think—make better decisions, according to this insightful guide from Harvard Business School professor emeritus Zaltman (Marketing Metaphoria). Based on interviews with business executives, scientists, and artists, Zaltman found they all practiced six techniques: cultivating serious playfulness, befriending their ignorance, asking the right questions, indulging their curiosity, thinking across disciplines, and embracing ambiguity. Befriending one’s ignorance, or “knowing how much you don’t know,” can help clarify one’s thinking and lead to smarter decisions. As an example, Zaltman details how an established soft drink company asked consumers about their experiences with the brand, despite already having a good idea of what made it popular. The company learned, however, that its marketers were missing out on a primary aspect of the brand experience: the emotional state of relaxation and calm the beverage brought customers. Throughout, Zaltman provides thought-provoking exercises to help readers access new perspectives. Describing the importance of chasing curiosity, for instance, he asks readers to look at a drawing from different angles and describe what they see, noting that “curiosity impels you to keep going and to see a bigger, richer picture.” Business leaders will find this a valuable framework for navigating complex decisions. (Feb.)