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Or how about the following three business examples of other historical assumed constraints: 1. “There is no reason anyone would want a computer in their home.” This was said by Ken Olsen, president, chairman and founder of Digital Equipment Corporation, in 1977. 2. “Computers in the future may weigh no more than 1.5 tons.” This was quoted by Popular Mechanics magazine forecasting the relentless march of science in 1949. 3. “The concept is interesting and well-formed, but in order to earn better than a ‘C,’ the idea must be feasible.” This was said by a Yale University management professor in response to Fred Smith’s paper proposing reliable overnight delivery service. Smith then went on to found FedEx. If you’d like to read more examples of assumed constraints, look in Appendix A, which lists other historical quotes.
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Joseph Sugarman (The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters)