Customer-centricity and adding-value are the mantras of modern business, driving us to pursue strategic programs in a race for a ‘killer’ innovation that will disrupt markets and propel profits. Of course, it rarely works out that way. A common problem is that most people’s day job requires what renowned American psychologist Joy Paul Gilford called, ‘convergent thinking’; that is, the thought processes used in finding the “correct” or most optimal solution for routine probl