Bruce Larson tells this story in his book, "Faith for the Journey." Once there was a successful factory that made drills. One day the owner told his corporate officials that he was going to retire and that he had chosen his son as his successor. At the next board meeting the son asked his four vice presidents, "What are your goals for the company for the next five to ten years?"

One vice-president replied, "Well sir, we're looking at new sizes and shapes for different drills."

The son then dropped his bombshell. "I have news for you - there is no market for drills." One could feel the tension in the air. He continued, "From now on we will not think drills. We will not sell drills. We'll sell holes! People don't want to buy a drill; they want to make a hole!"

As they began to think of other ways to create holes they developed, among other methods, lasers for hole drilling. This attitude change and other innovations keep this company in business while its competitors lost large shares of the market and some even went bankrupt.