Thinking in New Boxes

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Luc de Brabandere is a research fellow and senior advisor at The Boston Consulting Group in Paris. He has written and co-authored 12 books, including The Forgotten Half of Change.

Businesses often operate within self-imposed limitations, focusing on surface-level adjustments out of fear of disrupting their foundation. However, by challenging core assumptions, companies can unlock transformative potential. Examples like Bic’s expansion from pens to disposable plastic goods and Nintendo’s shift from playing cards to video games demonstrate how redefining boundaries fosters innovation. This process requires recognizing and overcoming mental biases, such as cognitive defaults that favor simplicity or familiarity, which can hinder creativity. By embracing unconventional ideas, as NASA did with the Pathfinder’s airbag landing, and evaluating them against clear criteria, businesses can identify groundbreaking solutions. Mental constructs, or "containers," shape how we perceive and organize information, but clinging to outdated frameworks leads to tunnel vision. Companies like Ultragames, which adapted to shifting demographics and consumer values, show the importance of questioning assumptions and exploring new possibilities. Sustained success demands flexibility, inductive reasoning, and the ability to envision multiple futures, ensuring businesses remain agile and innovative in an ever-changing world.

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