HBS Working Knowledge: Special Reports: Scott Cook: The Power of Paradigms What is clear, Cook said, is that the fundamental activity underlying paradigm shifts is directly related to the practice of good business in general. "That means getting the decision makers close to the customer," he said. "That's one of the distinguishing characteristics of HBS, in fact—to drive research and teaching close to practice, close to executives in their day-to-day lives." "The customer is the compass; that's where the learning comes from," Cook concluded. "And don't forget to truly respect surprises."