The book stops short of being prescriptive. Ends with a statement that “the world is full of brilliant ideas left or undeveloped noble causes abandoned. To make a difference in the world ultimately requires understanding how to be an advocate for your ideas or causes”.

In short, the author seems to suggest we must advocate and steadfastly refine what we propose. If not, no one will.

Endleofon (old English for ‘eleven’) system.

Stating what we are trying to do. Being able to state the real root reasons (e.g. May not be to stop talent outflow per se, but root causes why people are leaving).

Define time constraints, be able to define what success looks like in a number of time frames.

“creative thought is looking at what everyone is looking at, or has looked at for years, and seeing something new”

“until we’ve discovered the cause, it will be premature to imagine possible solutions”.

“genius thinkers know who they are and what they are driven to contribute”

Know what we stand for.

(what’s my identity? I am a creator who enjoys the process of discovery and connection. I can create by making things or help others create connections)

“a genius thinker knows nothing exists in a vacuum”

Test ideas. But at this stage, find “advocative early responder” rather than critics, naysayers or devil’s advocates. This stage requires people who can help find distinctions in the idea.

Test the idea. Model it. Test for flaws; against original intent. Record “advocacy hooks”, I.e. instances of significance/ success.

Avoid metaphors. Suggests metaphors trap people into thinking it adequately describes the problem and hence solution. Example: if saying we are in the middle of a game and we need to substitute the led player (CEO) but in reality a CEO cannot be replaced just like that.

Recognizing that we may not have a truly original idea, and verifying that assumption. But not let fear of not sounding original hold us back. acknowledge if we are building on other original ideas.

To avoid the trap of thinking we have the best idea, find out the few doing the best work and compare against them (sounds like benchmarking).

Does it benefit more than its primary intended users?

Can the idea/ product stand on its own?

“the Alexandria test” (know your product well enough to teach, others from the ground up)

Ease the learning curve; make it easier for the user.

The responsibility of the core communication lies with the creators.

Concept of “advocacy hooks”; statements of ideas that resonate. Document them, review.

11 Questions (my paraphrasing)
– how is pdt different/ distinct?
– what is the identity? Why are the ideas important?
– where do the ideas lead to? What can be imagined at the end?
– what are my blind spots? What is missing? (test)
– what has preceded us?
– who needs this most?
– what are the underlying principles/ values? Can I make them coherent?
– is it complete enough so that i or others can propagate the idea/ means?
– am I connecting with the audience?
– what if I succeed? How/ where do the identities of the makers, the users, and the product meet?
– am I advocating my own ideas? Am I walking the talk?

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