Here territory means fields, problems, customers, ideas, process, company, technology, services, business models
Understand the territory:
Innovators started with a deep sea like exploration of what currently is by asking lots of
who, what, when, where and how questions ( as world class journalists or investigators do) to dig beneath the surface and truly know the place for the first time
Tactic #1: Ask “what is?” questions Tactic #2: Ask “what caused?” questions