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Cracked
A small guide to big ideas
Jay Ball
B  ann er  C  or   p or  a t i   on  pl   c |  +4 4  (   0  )  2  0 7  3 4 9 2 2  0  0  |  www . b 1  . c om  |  www . b 1  b l   o g . c om
 
This is a blank space. It’s not a threat. It’s an opportunity.
 
Deningthe problem
 
Hello sparky
Just think, evolution has managed to squeezeover 100 billion brain cells into your skull. Eachone is just waiting to be red up and put towork. It’s easy, simply eed the problem in oneend and a little while later out will pop theanswer. Then all you have to do is put it into aPowerPoint deck and present it.I only it was that simple.O course i it really was that simple, lie wouldbe pretty boring. The truth is that it’s thedicult, awkward, gnarly problems that are themost un to crack. Yes they make you lose sleep.But solving them is pure sweetness.Everyone needs help sometimes when acedby the spectre o a blank sheet o paper and noidea where to start. There are times when noteven the smell o a reshly opened whiteboardmarker can inspire you.That’s when you reach or this book. In thesepages you’ll nd a set o thinking tools splitinto three sections. The blue section dealswith dening the problem. The orange sectioncovers understanding the audience. And, nally,the purple section contains tips, techniques andcheats or coming up with the goods.Ready?
Bring it on
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