Too true. I think his book - "Purple Cow" - while a bit too american, is a must read for every innovator!
Olive trees are important. They represent everything that roots us, anchors us, identifies us and locates us in this world - whether it be belonging to a family, a community, a tribe, a nation, a religion or, most of all, a place called home.
- Thomas Friedman - "The Lexus And The Olive Tree"