Lateral thinking guru, Edward De Bono, invented the word Po, to be used as a device to move ideas forward in a creative session.

The idea was that if someone starts a sentence with the word Po, all judgment needs to be suspended as there may or may not be a reason for the thing being said.

The point here is to use what is spoken to provide movement to the idea in any direction…

Po your entire industry has exactly the same technology as you.

Po the algorithms have filtered you out of Facebook.

Po you no longer rank on page one of Google.

Po you have zero ad spend.

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