Wednesday, July 17, 2013

A practical take on creativity

This week's book post on the s+b blog is a one-question interview with the authors of a new book proposing that we rein in our creativity efforts: 
Thinking Inside the Box
Books about business innovation seem to arrive as quickly as ideas on a whiteboard in a brainstorming session. But Inside the Box: A Proven System of Creativity for Breakthrough Results  (Simon & Schuster, 2013), by Drew Boyd and Jacob Goldenberg, jumps out for its counterintuitive take on creativity.
In the book, Boyd, assistant professor of marketing and innovation at the University of Cincinnati and former director of Johnson & Johnson’s Marketing Mastery program, and Goldenberg, professor of marketing at the Hebrew University of Jerusalem’s School of Business Administration, assert that thinking inside the box enhances idea generation. Thus, they argue, innovation initiatives should be limited to resources close at the rest here

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