The first lesson to be learned in Red Thread Thinking is the reason why you prefer milk chocolate to dark or vice versa. Not where you’d expect a book on innovation to begin but as far as hooks go, I am in. The stronger lesson to pursue in reading this book is the way in which unseen or underlying “red threads”, or right connections, can jump around until coming together to make the resulting whole that much better than its individual parts. According to the author, “the best innovations are the result of unexpected connections among history, technology, culture, behavior, needs, and emotions.” The key is in recognizing those connecting threads and asking the right questions along the way.

Red Thread Thinking breaks the process down into five specific threads/chapters that move from teaching the reader how to observe and interpret the world around them to looking at things in a new light, getting to know your consumer demographic/market, being seen amongst the crowd, and persevering without compromise. This is a refreshing take on an old business model; including the serendipity factor (e.g. being in the right place at the right time to meet the right people) makes this a book with which any entrepreneur can connect and succeed.