Can one word change your life? Bruce thinks so. In this solo episode he unpacks a deceptively simple but transformative idea. Drawing from personal insight, academic influence, and examples from previous episodes, Bruce challenges listeners to step away from the comfort of binary choices and embrace the complexity of the real world.

Key Takeaways

• "And" vs. "But":
• The word “but” often shuts down possibilities. Replacing it with “and” fosters openness, creativity, and more constructive dialogue.
• The Binary Trap:
• We instinctively seek simplicity — growth or security, tradition or innovation — but this limits our ability to navigate real-world complexity.
• Embracing Complexity:
• Success in today’s world belongs to those who can hold opposing truths, navigate ambiguity, and resist the pressure to simplify.
• The Unreasonable Advantage:
• Progress is driven by those willing to defy convention. As George Bernard Shaw said, "All progress depends on the unreasonable man."
• Examples in Action:
• Companies like Patagonia, LEGO, and Tony’s Chocolonely show that it’s possible to be profitable and purposeful, legacy-honouring and innovative.
• Decision-Making in Practice:
• Real-world decisions don’t follow linear logic. Leaders must think more like jazz musicians — adaptive, improvisational, and collaborative.

Notable Quotes

"Every time you want to use the word 'but', use 'and' instead."

— Professor Chris Dalton (as quoted by Bruce)

"Comfort isn’t a metric of a good decision. Discomfort is often required."

— Bruce Whitfield

"The real world isn’t an either/or world. It’s messy. It’s uncertain. It’s full of conflicting data, competing priorities, and impossible expectations. It is the world of 'and'."

— Bruce Whitfield

"All progress depends on the unreasonable man."

— George Bernard Shaw (quoted by Bruce)

References & Mentions

• Chris Dalton – Henley Business School professor whose advice on conjunctions inspired this episode’s theme.
• George Bernard Shaw – Quoted for his insight on the nature of progress and unreasonableness.
• Past Guests Referenced:
• Lord Karan Bilimoria – On serendipity and seeing differently.
• Noula Walsh – On pausing before action.
• Lee Child – On betting on oneself and the cost of timidity.
• Companies & Examples:
• Patagonia – Profitable and fighting climate change.
• Tony’s Chocolonely – Expanding and ethical.
• LEGO – Rooted in tradition and digitally transforming.

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