This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version. Read the following excerpt from Rethink, Chapter 10: Rethinking at Cranium.   Back in 1997, Richard Tait was a dynamic Scottish immigrant working for Microsoft in Seattle and amusing friends with his unwavering ability to lose at Scrabble. After a particularly humiliating defeat, Tait asked himself, “Why isn’t there a game that gives everyone a chance to shine?” He convinced Whit Alexander, an old friend, to help him develop a board game that would challenge multiple talents and let all the players win. They called it Cranium.   A decade later, the inventive partners were comfortably seated atop an organization that had sold more than 22 million games, books, and toys in 40 countries and 10 languages. Their Seattle-based enterprise is now one of the most successful ventures in the history of independent game companies, and the Cranium game holds the sales speed record among independents.   How did Tait and Alexander wend their way through a crowded marketplace to reach their current eminence? By tapping the brain matter encased in their own craniums to rethink their business, and then eliminating, adding to, and reinventing their “whats” and “hows” to create a business model that is unique among their peers.   Cranium is exactly the game Richard Tait had in mind when he despaired of ever winning at Scrabble. It has something for just about everyone, from word puzzles and fact-based questions to sculpting, sketching, acting, and even humming. And for a growing band of Craniacs (not to be confused with the sinister Craniac robots that inhabit Nickelodeon’s animated ChalkZone series), the game is addictive.   To continue reading, purchase and download now.<