“An assumption runs throughout much of this chapter—indeed, throughout much of this book—that many new ideas are generated by people who are seen as deviants within their companies, industries, and societies. Apple Computer’s simple slogan, “Think Different,” captures this perspective well. Unfortunately, thinking and acting differently is given lipservice in most companies, but when people actually do it, they are ignored, humiliated, and fired. If you really do want to encourage people to develop ideas that will be seen as dumb and impractical, I have one more piece of advice: Outlaw even light-hearted ridicule and put-downs when people suggest these wacky ideas.”