According to a number of very successful people, in order to innovate the best possible products, we should be Making ‘First Principle’ Decisions.

This is because often people are all guilty of not thinking clearly. The commercial pressures and the emotional energy required for innovation can be stressful and challenging and it is easy for all of this to cloud our thinking. But there is a method of thinking that is helpful in boiling things down to simple principles, in fact just one principle.