“You could ask, as Grove and Moore did, What if different leaders were brought in?, but Clay Christensen suggests a bolder version of this question: What if the company didn’t exist? That question allows you to take a clean-slate approach in thinking about the industry and your place in it. Christensen points out that thinking about your company as if there were no history enables leaders to stop focusing on preexisting beliefs and structures—“the stuff they’ve already invested in”—and consider new possibilities. That’s particularly useful “if, at any point in the future, you see the possibility that the core business might slow down,” Christensen says. (While contemplating a world in which your company did not exist, another question worth considering is Who would miss us? The answer to that can help clarify who your most important customers are and what your real purpose is.)”