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What is business? This is work, life, drive, struggle at the same time… And it is not always a struggle with a victorious outcome. This is a lot of everyday issues, big and small problems that need to be overcome. Race against competitors. Finding solutions under pressure, lack of resources and uncertainty. The world, including the business world, is full of surprises.

Everyone will agree that business is not an easy task, it is a difficult task. It’s a minefield path from survival to prosperity. It’s worse if it’s the other way around.

Business is a game. Which has its own rules, and its unforeseen twists and turns. Someone in this game is lucky, but someone is bad if we are not.

How do we play this «game»?

Experience is «the son of difficult mistakes.» Its result is a certain «correct» course of action. Debugged, proven, calculated – protecting against failures. A routine, a habit of doing just that, a generally accepted state of affairs. As a rule, we act (sorry for the pun) according to some rules, patterns, or, as patterns of behavior are also called, patterns. Whether or not we are aware of their presence. Many patterns of behavior we absorb subconsciously in childhood from adults, others we receive during training, others we adopt from colleagues, partners or competitors. Mastering thus the experience accumulated by society. Education is precisely the development of our past experience, the development of standard reactions and skills. Including – based on such collections of templates as textbooks, information bases, reference books, encyclopedias, etc.

– It’s accepted.

– That’s what everyone does.

– Historically, it happened.

These turns of speech are pattern markers.

A pattern is a concentrated experience, the result of bumps stuffed with predecessors. Undoubtedly, experience is good: making something with a predetermined quality is a technology, a strict order, a pattern. Deviation from technology, violation of the pattern – will give a marriage in the end. A well-established business model, ready for alienation and transfer, is already a commodity. A franchise is a successful pattern that costs some money.

By itself, a pattern does not mean a guaranteed result. Problems arise, and within the framework of the established patterns, a person is also constantly making efforts to achieve the maximum result. And to eliminate unwanted results. The essence of our actions within the framework of existing processes is to search for some optimal conditions – parameters, modes, schedules, volumes of resources, financial flows, and so on, which, in turn, will provide the maximum positive result.

Sometimes our efforts produce something different from the previous result – a new offer for the market, new ways of working.

There is a new quality, a breakthrough – there is a change of old patterns with new approaches. As a rule, the most significant breakthroughs have proper names. These are their authors – well-known reformers and visionaries, such as Bill Gates, Elon Musk, Steve Jobs. It is no longer optimization, but special, innovative solutions and actions that provide their authors with serious success, a breakthrough in creation, and a competitive advantage in business. The innovative path generates new designs and technologies, opens up other ways to achieve results, creates other innovative business models. Which, in turn, in the future can become and become new patterns – the generally accepted course of action.

A modern entrepreneur, like never before, must be able to constantly analyze the adequacy of his business model, notice and use new opportunities in time. Since the present is characterized precisely by the fact that new technical solutions have become permanent accelerators, drivers of a continuous revolution in technology, and therefore in business.

We hope this book will help you understand the secrets of creativity in general and in business in particular. It contains over 100 drawings.

Those who are primarily interested in practical recipes, decision-making technologies, and not scientific theories, can start reading right from the «Creation act. Manual» chapter. Everyone else, welcome in order.

What are these decisions that lead to a change in paradigms and patterns? Are there rules and methods? Is it possible to acquire this knowledge? Or is it just the innate creative abilities of individuals, naturally talented people, visionaries and innovators?

Experience is undoubtedly important in any business. Modern technologies of Artificial Intelligence have mastered the history of almost all the facts of human activity. Is that enough? Or are rules and patterns also important?

We suggest looking in the direction of Physics to find answers.

Physics? What’s the deal with physics? How can she help in business?