"There's nothing more shameful than writing a review that's too positive." So says entrepreneur Rufus Griscom, one of the many creative thinkers featured in Originals: How Non-conformists Change the World, the latest book by Adam Grant.

Griscom used his insight to win over venture capitalists for the online parenting magazine and blog network, Babble, that he'd co-founded. He presented a slide on the five reasons they shouldn't invest in his company. Later he used the same technique when he was sounding out Disney about buying Babble, outlining his company's key flaws. (Disney ultimately purchased the company for $US40 million).