# The Orthogonal Edge

> Orthogonal thinking is a non-linear approach to problem-solving. It is your edge against the machine and against your competition.

- Source: https://choatecatalysts.com/canon/the-orthogonal-edge/
- Author: Douglas Choate, Choate Catalysts (https://choatecatalysts.com/craft/douglas-choate/)
- Published: 2026-06-09
- Updated: 2026-10-22
- Collection: The Canon (https://choatecatalysts.com/canon/)

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One of the ways that operators can find an edge against AI is orthogonal thinking.

Orthogonal thinking is taking a non-linear approach to problem-solving. It involves pulling in lived experience from different industries and creative approaches to problem-solving to cultivate original, unique insights.

On the side of AI: given a large enough dataset, can AI ever think orthogonally? Or do the limits of its given dataset naturally impose restrictions that a human mind would never have?

On the side of humans: is there still room for original thought to be a source of truth?

On the side of business: strategy rarely involves a single correct answer, and sometimes there might not be any good answers at all, forcing us to navigate an uncharted path, or to take a longer-term view.

It is at this crux that the human element, shaped by experience, by solving problems under market pressure, and by the good and the bad, can outcompete AI. Finding an edge against the machine is finding an edge against the market.