Shazam’s founder Chris Barton was told that the popular app’s algorithm was impossible to create. We’ll explore how leaders can break down impossible tasks into basic truths, raw ingredients, and misleading assumptions to rewire the brain to think differently and achieve what others say can’t be done.

Key Takeaways:
- Defy authority with clarity: Don’t accept “that’s impossible.” Build from basic truths using first-principles thinking.
- Persistence isn’t enough: Use creative persistence—develop original, unconventional solutions to get past systemic friction.
- Friction hides in plain sight: What seems like a “just one click” step might actually be a boulder killing adoption.
- Care wins: Emotional connection to your product is the secret ingredient competitors can’t replicate.