Artifact Details


Beyond the obvious : killer questions that spark game-changing innovation. Author Phil McKinney in conversation with CHM's John C. Hollar

Catalog Number



Moving image




Hollar, John C., Speaker
McKinney, Philip, Speaker


Computer History Museum

Place of Publication

Mountain View, California





Copyright Holder

Computer History Museum


"Human beings are creatures of habit, so getting ourselves and our teams to think beyond the obvious is a challenge we face all the time. Phil McKinney is an innovation expert, and his killer questions and hit-the-spot anecdotes provide a great way to get out in front of opportunities we otherwise won't see."
--Geoffrey A. Moore, Author of Crossing the Chasm and Escape Velocity

Generating and executing great ideas is the key to staying ahead in a rapidly changing world. It seems so basic. Why is it so hard to actually get right? According to innovation expert Phil McKinney, the real problem is that we’re teaching people to ask the wrong questions about their businesses—or none at all. There has to be a better way.

In Beyond the Obvious, McKinney discusses his proven FIRE (Focus, Ideation, Rank, Execution) Method to dig deeper and get back to asking the right questions—the ones all companies must ask to survive. Full of real-world examples, this book will change the way you operate, innovate, and create, and it all begins with battle-tested questions Phil has gathered on note cards throughout his career. Shared for the first time here, these "Killer Questions" include:
• What are the rules and assumptions my industry operates under? What if the opposite were true?
• What will be the buying criteria used by my customer in 5 years?
• What are my unshakable beliefs about what my customers want?
• Who uses my product in ways I never anticipated?

Join innovation expert Phil McKinney for a conversation with the Computer History Museum's John Hollar about killer questions and some of the ways we can all learn to harness the power of innovation.

Our partner Kepler’s Books will be on-site selling copies of Beyond the Obvious before and after the event.

Watch this event on CHM's YouTube channel:



Collection Title

CHM Lecture Collection

Lot Number