"The 'inside-the-box approach' can reveal key opportunities for innovation that are hiding in plain sight" (Daniel H. Pink, author of "Drive").
The traditional attitude toward creativity in the American business world is to "think outside the box"--to brainstorm without restraint in hopes of coming up with a breakthrough idea, often in moments of crisis. Sometimes it works, but it's a problem-specific solution that does nothing to engender creative thinking more generally. "Inside the Box" demonstrates Systematic Inventive Thinking (SIT), which systemizes creativity as part of the corporate culture. This counterintuitive and powerfully effective approach to creativity requires thinking "inside" the box, working in one's familiar world to create new ideas independent of specific problems. SIT's techniques and principles have instilled creative thinking into such companies as Procter & Gamble, Johnson & Johnson, and other industry leaders." Inside the Box "shows how corporations have successfully used SIT in business settings as diverse as medicine, technology, new product development, and food packaging.
Dozens of books discuss how to make creative thinking part of a corporate culture, but none takes the innovative and unconventional approach of "Inside the Box. "With "inside the box" thinking, companies of any size can become sufficiently creative to solve problems even before they develop and to innovate on an ongoing basis. It's a system that works
"Boyd and Goldenberg explain the basic building blocks for creativity and by doing so help all of us better express our potential" (Dan Ariely, author of "Predictably Irrational").

Expand your existing portfolio by using the creative luxury process to elevate specific products and provide greater value to customers. Contrary to popular belief, luxury is a well-defined code that can be reapplied to any other product or service to enhance its value. Adding Prestige to Your Portfolio reveals how non-luxury companies can apply the principles of luxury and creativity to transition parts of their portfolio to luxury status. Adding Prestige to Your Portfolio describes how companies can elevate any product or service at each step of the customer buying journey (awareness, search and compare, purchase, use, advocate). By applying the creativity technique Closed World Principle, readers can determine which luxury benefits (security, fun, self-respect, self-fulfillment, accomplishment, recognition, relationships or belonging) would best map to their product or service and garner the greatest business impact at that particular stage of the customer buying journey. Illustrated with examples from industries as diverse as healthcare and industrial equipment, Adding Prestige to Your Portfolio shows companies how to borrow the elements of luxury and sprinkle them throughout the customer experience in order to strengthen loyalty and increase their appeal to potential new customers. Online resources include sample syllabi, templates to aid in application of framework, case studies and discussion questions.