Leonardo da Vinci did the same. He famously used his notebooks for thought experiments, sketching various engineering designs he formulated in his mind—from flying machines to churches—instead of physically constructing them.7 Let’s pause there for a moment. As shocking as it sounds, we can generate breakthroughs simply by thinking. No Google. No self-help books. No focus groups or surveys. No advice from a self-proclaimed life coach or an expensive consultant. No copying from competitors. This external search for answers impedes first-principles thinking by focusing our attention on how
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