Unreasonable Thinking

3. No more excuses.

When someone in your company doesn't produce the desired results--results to which they have committed, perhaps promised themselves and their departments--they usually have a reason why not. Looking at it this way, you always have one or the other: desired results or reasons why you don't. People act as if those reasons are almost as good as the results. How do I know this? Because they always say something like, "Well, it didn't work, but here's why not," or "We didn't get 'it' done, because..." Or, worse still, " We didn't even try because..."

Remove people's option to resort to reasons why not. Take away their option to resort to excuses. I think the entire working world would shift if there was no recourse to the "excuse" option--if all you could do was produce the desired result, or try another way to get the desired result, or try another way, and so on.

4. Set unreasonable expectations.

Ask people to go beyond what they think is reasonable or normal, Ask them to go beyond cautious commitments that hedge their bets, to make risky pronouncements that exhilarate them but might threaten the natural order of things.

Place big giant stakes in the ground--then figure out how to deliver. Figure out how to turn those unreasonable expectations into reality. Taking this approach will dramatically increase effectiveness and productivity--and ultimately cash flow, if it works nicely--in any business. Why should you settle--why should your customers settle--for what is reasonable and predictable? Why accept the norm, the average, the median? Apply unreasonable thinking. Set unreasonable expectations.

5. Make unreasonable requests.

This approach will aid every executive when working with vendors, contractors and employees. Remember "Just say no?" Try "Just ask for more." Keep asking for more, better, sooner. Up the ante. Ask people to perform beyond their best.

This is not a negotiating tactic. It is not "nibbling." It is asking people to perform beyond their own sense of what is reasonable. Sometimes people will fail to meet these unreasonable commitments--don't beat them up for it. Sometimes you will get stellar results you wouldn't have dreamed of previously.

6. Make unreasonable plans.

Does this sound like an oxymoron? Most companies plan to achieve reasonable results relative to past successes and failures, or even worse, relative to questionable industry lore. Instead of setting these kind of goals, begin with a more profound question: what would make a really big difference? What would cause a breakthrough for the company? What would dramatically increase shareholder value or profits? What would be "worth doing?" The answers may not be reasonable; they may instead take you down a path towards huge success.

7. Forecast unreasonable futures.

Most businesses forecast their results--revenues, growth rates and so on, based on prior year's results. They call this reasonable, and similarly they assume industry norms and consider them reasonable. But in the twenty-first century, driven by the incredible rate of change in all aspects of our: culture, industry, customer's businesses, our workforce, available technology--to think that anything dating from last year remains the same in this one--this isn't just not reasonable, it might be totally ridiculous.

Take into account all the factors--bring everything you know about the situation up-to-date, add to it all the future changes you predict--and use that to forecast unreasonable results and make unreasonable plans.

So what to do?

Should you give up all pretense of rationality and logic? Should you step outside the norms and ignore the accumulated wisdom of your industry? "That would be great if it works out," you say, "but if it doesn't, my job is on the line." Right? Well, yes, but...

Unreasonable thinking does not mean un-thinking. Unreasonable thinking is about exploring. Pushing the envelope. Cross pollinating. Intuitive inventing. It may be that the line separating unreasonable ideas from ridiculous ideas lies where thinking is left behind. Or perhaps the line lies only in hindsight.

I think the fear of failing, the fear of jeopardizing your future, is the biggest obstacle to creating great results. Yet the only way to create big giant breakthrough results is to take the road less traveled--to create ideas and programs that are unreasonable--and going for it. If you fail people will--with perfect hindsight--call your idea ridiculous. But if you succeed... wow!

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