In the last weeks, I spent time at several companies in the automotive industry. The standing discussion is the fierce competition from especially Asian competitors. It typically takes a European car company 36 to 48 months from the moment it decides to develop a new car to the start of production. Asian competitors go through the process in about a year. There are several reasons for this. For example, European car companies have a lot of legacy and insist that suppliers make all kinds of OEM specific customizations that add no value whatsoever to end customers. But it takes a lot of time and delays. Asian car companies much more carefully distinguish between commodity functions where they select proven, available components, and differentiating functionality, where they invest significant resources. The major part, however, is that they threw out the rulebook on how to build cars, applied zero-based thinking and found that most of the rules in the book are useless or even worse. So, what rules in your rulebook are outdated? How are you changing to stay relevant?