The average person does not generally pay attention to what we shall call negative cues, what should have happened but did not. It is our natural tendency to fixate on positive information, to notice only what we can see and hear.
In business, the natural tendency is to look at what is already out there in the marketplace and to think of how we can make it better or cheaper. The real trick—the equivalent of seeing the negative cue—is to focus our attention on some need that is not currently being met, on what is absent. This requires more thinking and is harder to conceptualize, but the rewards can be immense if we hit upon this unfulfilled need. One interesting way to begin such a thought process is to look at new and available technology in the world and to imagine how it could be applied in a much different way, meeting a need that we sense exists but that is not overly apparent. If the need is too obvious, others will already be working on it.
Mastery by Robert Greene