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Strategy·14 min read·September 20, 2024

Thinking Differently

Nothing is quite as precious or elusive as the ability to think critically. The secret is that if you stop pondering right when everyone else does, you'll find yourself stuck in the same noodle soup of thoughts as everyone else.

By Remy Voisin

Innovator
Nobody is born an innovative thinker. They just get bored of thinking the same thoughts as everyone else and go looking for better ones.

It is a common misconception that innovative thinkers are born that way.

Nothing is quite as precious or elusive as the ability to think critically. Outsmart the crowd and you're practically sitting on a throne of free time while everyone else is busy cleaning up avoidable messes. Stop pondering right when everyone else does, though, and you'll end up stuck in the same noodle soup of thoughts as everyone else — and that's not the gourmet cuisine you want.

Thinking is tough work. It's like lifting weights with your brain, and most folks drop those mental dumbbells at the first sign of struggle. They glance at a problem, nod to themselves as if they're mid philosophical debate, then zoom off to the next shiny distraction, missing every juicy bit in between.

So, you want to sharpen that noggin of yours? Here's the least exciting productivity hack you'll read all year: the way to think better is to spend more time thinking. Groundbreaking, I know.

This is also why I write. Writing isn't just a tool for sharing ideas, it's how I catch my own bad thinking before anyone else does.

The best thing about writing is this: writing (and writing well) gives poor thinking nowhere to hide.

Over the years I've collected five habits that force my brain out of its usual ruts. None of them are mine originally. I borrowed all five from people smarter than me, which might be the best strategy for thinking differently there is.

Thinking in Time

In 1986, Richard Neustadt and Ernest May wrote one of the sharpest strategy books to come out of the Cold War. Thinking in Time became required reading for military planners, built on work the two of them did at Harvard's Kennedy School on "using history" to solve present-day problems.

Their method is almost insultingly simple. Find a past case that resembles what you're facing now, study why it went the way it did, then borrow the lesson. It's basically plagiarism with better PR, and it's so simple that almost nobody outside a policy classroom actually bothers to do it.

The book's sharpest example is the Cuban Missile Crisis, where history didn't just inform the decision, it arguably helped prevent a war. That's the whole pitch for thinking in time: the past is a cheat sheet, if you're willing to read it.

Thinking in Resources

In 1984, Birger Wernerfelt turned business strategy on its head. Everyone was obsessing over products and markets, so he asked a different question: what if the real advantage had been sitting inside the company the whole time?

He was right, annoyingly so. Firms that took inventory of their own capabilities, then sharpened the ones competitors couldn't easily copy, built advantages that outlasted whatever the market trend happened to be that year.

Translate that to your own thinking: your resources are whatever you already control, your time, your skills, your relationships, that oddly specific knowledge nobody else bothered to develop (looking at you, guy who can name every G7 summit host city since 1975). Innovation is rarely inventing something from nothing. It's usually just pointing what you already have somewhere nobody expected.

Thinking in Risk

Benjamin Franklin has a fair claim to being America's first risk manager. The man invented the lightning rod, then kept going, organizing streetlights, night watchmen, and volunteer fire departments purely to keep Philadelphia from burning down. Somewhere between the kite and the fire department, this became less about civic virtue and more about one guy really, really not wanting to lose another house.

Good risk management usually gets treated like a compliance checkbox, but the real engine behind it is culture: how people on the front line actually behave when something looks slightly off. A strong risk culture catches small problems before they turn into expensive ones.

Here's the part people miss: a mature risk culture doesn't mean playing it safe. Plenty of well-run organizations use that same discipline to take bigger swings, entering new markets or making acquisitions that a more timid competitor would call reckless. The real risk was never in the action. It's in not understanding what you're doing.

Thinking in Systems

Systems thinking rewired how I see the world the first time I ran into it, and it hasn't let go since.

Ludwig Von Bertalanffy described everything, biology, cybernetics, sociology, as systems of interacting parts. His General Systems Theory made the case that you understand a system by studying the whole, not by dissecting it piece by piece.

Once you start looking for systems, you can't stop, which is either a superpower or the reason you can no longer watch a rom-com without diagramming the incentive structure behind the meet-cute. Patterns show up where you used to see only noise, hidden structures explain behavior that looked random, and root causes stop hiding behind symptoms. It's less a technique than a new pair of glasses, one you can never really take off again.

Thinking in "Threes"

Back in 2005 I picked up Gödel, Escher, Bach: An Eternal Golden Braid by Douglas Hofstadter, mostly because the title sounded impressive enough to make me look clever on a train. What actually stuck was one idea buried deep inside it: thinking in threes.

Triads are more stable than pairs, and stranger, richer things happen at the edges of a three-way relationship than a two-way one. Add a third element to almost any dynamic and the whole thing gets more interesting, sometimes uncomfortably so, ask anyone who has ever gone on a group vacation with two friends who don't quite get along.

Analogies work the same way. They connect something you already understand to something you don't, using a third, unspoken idea as the bridge. That bridge is where new understanding actually happens, not in the two things being compared.

Remember, It's a Practice

I spent years trying to braid time, resources, and systems together to solve problems in national security and military strategy. Most of what I came up with was garbage, industrial-grade, prize-winning garbage. Every idea that survived needed several rounds of refinement before it was worth keeping.

Einstein put it better than I can: "All of science is nothing more than the refinement of everyday thinking." Thinking isn't a fixed talent you either have or don't. It's a muscle, and like any muscle, it responds to being used on purpose instead of by accident.

Ask any photographer and they'll tell you the best shots come from knowing exactly when to break the rule of thirds. Innovative thinking works the same way. You need enough practice with the rules to know precisely when breaking them pays off.

"If you would attain to what you are not yet, you must always be displeased by what you are. For where you are pleased with yourself there you have remained. Keep adding, keep walking, keep advancing." — St. Augustine

Which of these five habits have you never actually tried, and what's stopping you from starting this week?

Practice
The best ideas rarely survive first contact with a blank page. They just come back better next time.