Taxi services think inside a box. So did Blockbuster. So does Microsoft.
But here’s the thing. Uber, Netflix, and Apple also think inside boxes. So do you. So do I.
A box is a frame, a paradigm, a habit, a perspective, a silo, a self-imposed set of limits; a box is context and interpretation. We cannot think outside boxes. We can, though, choose our boxes. We can even switch from one box to another to another.
