Phone Booth

This is a test. We're going back to the days when the phone booth was about the only alternative to the desk phone. You're the president of a company that makes phone booths.

Recently your closest competitor has begun to whittle away at your market share. Desperate, you ask all of your employees for ideas.

1. Your sales manager suggests air-conditioned phone booths.

2. Your treasurer says add meters that tell a caller how much his long distance call is costing.

3. The janitor says, why not put note pads in your phone booths so folks won't write on the walls and windows.

4. Finally, your secretary suggests you start making phone booths with wheels.

Quick! Which idea has the greatest, long-term potential?

The phone booth on wheels. Because it's the craziest. After all, what's the difference between a phone booth on wheels and a car with a cellular phone? The first three ideas are just fine incremental ideas. They have a better chance of making money tomorrow. But if it's breakthroughs you're looking for, the kind of ideas that take the world by storm, look for crazy ideas and the cranks who come up with them.

In a word, attitude. If you want big ideas, you have to develop a big tolerance for the outrageous. You can start today by steering your people away from the ordinary. They'll either drive you crazy or make you wild about the possibilities. It's all in the way you look at it.

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