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Articles by Gerald Zaltman
Effective Leaders Seek the Unknown: Four Questions to Ask
This is an excerpt from the book Dare to Think Differently: How Open-Mindedness Creates Exceptional Decision-Making by Gerald Zaltman. Stanford Business Books, February 2026. Playful ignorance is often a partnership or a joint venture between discovery and invention, that is, between finding ideas that already exist but have previously escaped our attention, and ideas that are new. Sometimes one partner will be more prominent, sometimes the other.
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Dare to Think Differently: How Open-Mindedness Creates Exceptional Decision-Making Gerald Zaltman 232 pages, Stanford Business Books, 2026 Buy the book » Have you ever wondered why some executives are consistently successful addressing difficult challenges while others are not? My team and I used a special interviewing technique (ZMET) to learn how very successful executives think, allowing us to probe nonconscious, more or less automatic thinking habits.
Daring To Understand and Change Thinking
Introduction Understanding how we think is essential to everyday life. How we think determines not only what we think, but also what we feel and ultimately what we do. Myriad factors are involved: the impact of culture, the immediate social context in which thinking occurs, the brain’s structure, and more. We’re not powerless in this scenario: we can inspect and improve how we think.
Toward a New Marketing Science for Hospitality Managers
A New Marketing Science (NMS) is proposed that can dramatically improve a firm’s marketplace performance. The NMS challenges managers to dare to think and act differently. It generates deep insights into the thoughts and actions of both customers and managers and how the two mind-sets interact.
The Sure Thing That Flopped
Reprint: R0807A Tibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees a huge opportunity in products for aging consumers. Focus groups and surveys confirm strong market demand for such items, and the media love the idea. So why is TF’s NextStage, his new line of stores for older consumers, a disaster? Donna J.
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