Redefining Ordinary or Why It’s Okay to Dream Small

Sometimes, in business, we wait for the extraordinary to appear before we make a move.

We wait for that one killer application or solution that will take us from Brand X to Brand Everyone Wants a Piece Of. We close doors on ordinary ideas because only extraordinary will sell.

But what defines ordinary?

Cancer research takes ordinary science and medicine and is trying to offer extraordinary life-changing results.

While we have digital tools to write our missives, it’s still the ordinary pen th...