In the recently concluded Winter Olympics in Vancouver, Shaun White's incredible snowboarding performance stands out. Shaun had already won the Gold Medal before he did his final jump. Even his coach told him: "Shaun, we have achieved what we came here for. You can take it easy now."

What did White do instead? He took a risk. Instead of being satisfied with the gold medal, he tried a breathtaking move, the Double McTwist 1260. Why? Because he wanted a perfect score. White is not about benchmarking against his competitors; he is interested in creating next practices.

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Publication/Copyright: Bloomberg Businessweek