William Duggan's 2007 book, "Strategic Intuition," showed how
innovation really happens in business and other fields and how that
matches what modern neuroscience tells us about how creative ideas
form in the human mind. In his new book, "Creative Strategy,"
Duggan offers a step-by-step guide to help individuals and
organizations put that same method to work for their own
innovations.
Duggan's book solves the most important problem of how
innovation actually happens. Other methods of creativity, strategy,
and innovation explain how to research and analyze a situation, but
they don't guide toward the next step: developing a creative idea
for what to do. Or they rely on the magic of "brainstorming" --
just tossing out ideas. Instead, Duggan shows how creative strategy
follows the natural three-step method of the human brain: breaking
down a problem into parts and then searching for past examples to
create a new combination to solve the problem. That's how
innovation really happens.
Duggan explains how to follow these three steps to innovate in
business and any other field as an individual, a team, or a whole
company. The crucial middle step -- the search for past examples --
takes readers beyond their own brain to a "what-works scan" of what
others have done within and outside of the company, industry, and
country. It is a global search for good ideas to combine as a new
innovation. Duggan illustrates creative strategy through real-world
cases of innovation that use the same method: from Netflix to
Edison, from Google to Henry Ford. He also shows how to integrate
creative strategy into other methods you might currently use, such
as Porter's Five Forces or Design Thinking. "Creative Strategy"
takes the mystery out of innovation and puts it within your
grasp.
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