Robert F. Kennedy challenged us to "dream of things that never were and say, Why not?" Why Not? is a primer for fresh business thinking, for problem solving with a purpose, for bringing the world a few steps closer to the way it should be. Idealistic? Yes. Unrealistic? No. Authors Barry Nalebuff and Ian Ayres have spent their careers asking questions, solving problems, and bringing fresh ideas to market--from insurance that protects against a decline in your home's value to Honest Tea, bottled iced tea that actually tastes like tea. Illustrated with examples from every aspect of life, this book offers simple techniques for generating ingenious solutions to existing problems and for applying existing solutions to new problems. In the spirit of Edward de Bono's Lateral Thinking, Why Not? will help you take the things we all see, every day and think about them in a new way. Why not have telemarketers pay you for your time when they call? Why not sell a mortgage that automatically refinances when interest rates drop? Why not organize a "buycott" rather than a boycott? Why Not? will provoke you into finding new business opportunities using everyday ingenuity. Great ideas are waiting. Why not be the one to discover them? Barry Nalebuff is the Milton Steinbach Professor of Economics at Yale School of Management and co-author of Co-opetition and Thinking Strategically. Ian Ayres is the William K. Townsend Professor of Law at Yale Law School.