The majority of new ideas are not coming from the mainstream -- they are coming from the fringe.  Most of the time, new innovations come from revolutionaries, outcasts, dreamers and a whole host of individuals who work outside of traditional norms.  In fact, many of these ideas are born out of a need for expression that is not being met in the normal business landscape - whatever that is.  

To get at the underbelly of our culture, you must be a student of the fringe, of eclectic worldviews, of the aspirations of the few - not just the mainstream.  In other words, spend time, real time on the edge.  Things are happening on the edge, ideas and banter are being provoked on the edge. 

Tomorrow's ideas or cultural norms are not normal - they are abnormal.  You must get away from "normal" to get connected with tomorrow's standards.  Tomorrow's ideas are not being promoted on the big screen; they are being refined in the alleys. That is where the value is.  For instance, where did the idea of file swapping come from?  It came from fringe factions of our culture that were loudly advocating their ideas, if only to an army of the few initially.  What happened subsequently?  The few converted the many.

- Are you spending quality time way outside of your industry?

- Are you looking to bring on leaders who just may make you uncomfortable?

 - What about bringing on individuals who are flat out smarter than you?

In this new economy, embracing new models and transformational business development is the ideaology of leaders.  You will these leaders on the fringe.