Michael E. Raynor is a Director at Deloitte Services LP and the Innovation Theme Leader in the firm’s Eminence function. In addition, Raynor is an advisor to senior executives in many of the world’s leading corporations across a wide range of industries. He is the co-author (with Mumtaz Ahmed) of The Three Rules: How Exceptional Companies Think. In this interview, we discuss why companies need to pursue better before cheaper, revenue before cost, and…well…nothing else really.