People need to think, 'Why do I do this?' or 'How could we do this differently or better?' People need to be unreasonable. They need to question the assumptions that governs today's practice and redesign the way they work in the light of what the organisation is setting out to achieve. It is not just the leader's job to think unreasonably, people involved in work at all levels will have good ideas about how to improve the work they do. The purpose of this book is to encourage unreasonable thinking.