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be bold


Challenge the Challenge

Use when you want to encourage, build, and grow a culture that questions the way things are.

Think Right
Accept challenge as given.

Think Wrong
Push back and challenge.


  • Multiple entry points for addressing a challenge or opportunity that matters to you and your people
  • Identification of the people that you wish to serve


Step 1
Introduce the Challenge the Challenge Drill.

Step 2
Based Deflection Point Drill (see 17 Nov 16 Free Brains) and Moonshoot Drills (see 22 Nov 16 Free Brains), have Wrong Thinkers reframe the challenge statement to reflect the greatest impact they might hope to have.

Step 3
Ask each team to share their new challenge statement with the group.

Invite teams to edit, hack, or toss the existing challenge statement and start again.


Free Think Wrong Resources

Try our Challenge Framing tool—it's available in Free Resources on the Think Wrong Book website.

Get it here.

When to use the Drill

Introducing the Drill

Running the Drill

Want to run more Think Wrong Drills?

Buy the book here.

Sign up for FREE online resources to help run the 18 drills featured in Think Wrong here.

Sign up for our next Think Wrong Master Class here. Enter promo code: FREE BRAINS for a 20% discount.



Our Thanksgiving Think Wrong Heroes

At this time of giving thanks, we are grateful for the Wrong Thinkers at Patagonia.

While retailers across the land have been gearing up for months for the windfall of a contrived shopping frenzy called Black Friday, Patagonia has been busy thinking wrong about how they might use all that pent up shopping gusto for good. 

We've long admired their counter-consumerism culture. In recent years their "Don't Buy This Jacket" ad has brought a smile to our mouths and tears of appreciation to our eyes. 


How can they be so damned smart, do damned right, and so damned good? 
Patagonia, you are officially our Thanksgiving Think Wrong Heroes!

Keep kicking the status quo where it counts!

Worn Wear: a Film About the Stories We Wear Presented by Patagonia Directed by Keith, Lauren, Chris, and Dan Malloy.

Worn Wear is an exploration of quality—in the things we own and the lives we live.

Check out this CNN Money Holiday Shopping article to learn more about Patagonia's bold move on behalf of our planet.

"The threats facing our planet affect people of every political stripe, of every demographic, in every part of the country," Patagonia CEO Rose Marcario, wrote in a company blogpost detailing the Black Friday effort. "We all stand to benefit from a healthy environment." 



Build a Rocket

Be Bold: Moonshot Drill

Use when you need to escape the biases, orthodoxies, and assumptions that define the status quo—and that limit the impact you might have.

Think Right
Operate within the status quo pursuing incremental improvement and risk mitigation tactics such as market research and adoption of best practices.

Think Wrong
Boldly seek challenges and opportunities that exist beyond the limitations of the status quo. Imagine impact others would never dare to.


  • Elevated impact
  • Shared vision of impact
  • Aspirational goals
  • Reasons to believe


Step 1
Introduce the Moonshot Drill.

Step 2
Have Blitzers generate ideas for the most astounding thing we might do to address the Blitz Challenge.

Step 3
Give three dots to each Blitzer. Have Blitzers dot vote on the three moonshots that they find most compelling.

Step 4
Have Blitzers move their top vote-getting moonshot to the “Why people will think that is crazy?” portion of the Moonshot Poster.

Step 5
Have Blitzers identify why people with think that they are crazy for pursing the promoted moonshot.

Step 6
Give Blitzers three more dots. Have Blitzers dot vote on the three most compelling reasons people will think their moonshot is crazy.

Step 7
Have Blitzers move their top vote-getting reason people will think their moonshot is crazy to the “What we know that they don’t” portion of the Moonshot Poster.

Step 8
Have Blitzers identify what we know that no one else knows—why we believe the moonshot is possible.

Tip: It can be challenging for teams to push away from the status quo to set goals and imagine moonshots. Visit each team as they’re generating moonshot ideas and encourage them to be as aspirational as possible—“Imagine achieving something that your grand children’s peers might be amazed to learn you were a part of.”


When to use the Drill

Introduce the Drill

Run the Drill

The Origins of Moonshot

Astro Teller is the inspiration for the Be Bold: Moonshot Drill. Watch his recent TED talk about the role of moonshots at X (formerly Google X).

Want to use more Think Wrong Drills to generate status-quo busting solutions?

Buy Think Wrong, the book here.

Get the Moonshot Poster and other FREE online resources to help you run the 18 drills featured in Think Wrong here.

Sign up for our next Think Wrong Master Class here. Enter promo code: FREE BRAINS for an additional 10% discount.


Steve Jobs’ dent in the universe—the shocking truth revealed!


Steve Jobs’ dent in the universe—the shocking truth revealed!

Steve Jobs is a poster child for our Be Bold practice, and we’ve used the oft attributed Steve Jobs quote “we’re here to make a dent in the universe”, but caveated it with our inability to find the source.

We decided to research it.

The search screen for "Dent in the universe"

It turns out they’re not Steve Jobs' words after all, they’re Noah Wyle’s while playing Steve Jobs in the 1999 made for television movie Pirates of Silicon Valley.  

But that’s not where the story ends—we dug deeper, much deeper. We unearthed, what we believe to be, the inspiration for the fictional quote.

To put the matter to bed once and for all, we sought verification using the source document containing the quote, and low-and-behold Amazon had the source, a magazine article—and on Prime no less (way to go Amazon!).

Please understand that we only bought this magazine for the article—buried deep in an extensive, and rather good, interview with Steve Jobs (the bottom right corner of page 59) is this quote:

“We attract a different type of person—a person who doesn’t want to wait five or ten years to have someone take a giant risk on him or her. Someone who really wants to get in a little over his head and make a little dent in the universe.”
Steve Jobs Dent In Universe Playboy

And the storied publication that had captured this for posterity?

Playboy, February 1985.

Playboy with Steve Jobs Interview

So now you know. The shocking truth has been revealed.