In 'Beyond the Obvious', McKinney wants to help people to use 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 wants to change the way people operate, innovate, and create, and, according to McKinney, it all begins with battle-tested questions Phil has gathered on note cards throughout his career. Shared 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?