A More Beautiful Question.

60-SECOND BOOK BRIEFS

BY WARREN BERGER

Those who ask the best questions come up with the most innovative and successful ideas. Warren Berger gives us an elegant 3-step process to get better at asking them in his book, A More Beautiful Question.

The first stage is “why”, and it has to do with seeing and understanding the world in a different way. WHY

For instance, Edward Land was prompted by his daughter to ask the question: “Why not design a picture that can be developed right away?”

The second stage is “what if”, and it’s when you start looking for…

possible solutions

For instance, Walt Disney asked himself

“what if this amusement park

could be like a movie, brought to

life?” Asking as many of these what

if questions as possible will lead

to the best results.

Finally, the “how” stage puts the best “what if” scenarios into action.

For instance, people used to carry their suitcases instead of rolling them. Bernard Sadow - a luggage company executive - saw a large machine being moved on a skid with wheels, and asked himself “how might we put wheels on these suitcases?”

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