One day we wondered why hasn’t a book ever been published the ‘wrong way around’? Well it turns out a few have, but they didn’t work out very well. In fact, quite a few people in the publishing industry told us to not even attempt it. But then we thought: what if every time people picked up a copy of Chapter One they could be challenged (literally) to think differently? The fact that Chapter One is published the ‘wrong way around’ is kind of a metaphor for one of the key messages in the book – to change stuff, you have to be willing to challenge your thinking.