David And Goliath: Underdogs, Misfits, And the Art of Battling Giants

Cover David And Goliath: Underdogs, Misfits, And the Art of Battling Giants
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They are people willing to take social risks—to do things that others might disapprove of.
That is not easy. Society frowns on disagreeableness. As human beings we are hardwired to seek the approval of those around us. Yet a radical and transformative thought goes nowhere without the willingness to challenge convention. “If you have a new idea, and it’s disruptive and you’re agreeable, then what are you going to do with that?” says Peterson. “If you worry about hurting people’s feelings and dis
...turbing the social structure, you’re not going to put your ideas forward.” As the playwright George Bernard Shaw once put it: “The reasonable man adapts himself to the world: the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.”
A good example of Peterson’s argument is the story of how the Swedish furniture retailer IKEA got its start. The company was founded by Ingvar Kamprad. His great innovation was to realize that much of the cost of furniture was tied up in its assembly: putting the legs on the table not only costs money but also makes shipping the table really expensive.


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