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Inside the Box: Why the Best Business Innovations are Right in Front of You 微创新德鲁·博迪 & 雅各布·戈登堡【英文版】

A Proven System of Creativity for Breakthrough Results

作者: Drew Boyd & Jacob Goldenberg
出版社: Profile Books
ISBN: 9781846686245

出版时间: 2013
装帧: 平装
页数: 265页

作者: Drew Boyd & Jacob Goldenberg
出版社: Profile Books

ISBN: 9781846686245
出版时间: 2013

装帧: 平装
页数: 265页

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Current business wisdom holds that to forge a powerfully original solution to problems, we must think outside the box, 'brainstorming' random connections. But, as Jacob Goldenberg and Drew Boyd reveal, based on expertise and experience in both corporate and academic worlds, this is utterly wrong. It may seem counterintuitive - but faster, better and more original innovation and creativity comes from working inside your familiar world. The newest and most inventive ideas are much closer than you think, and can be found by using five simple techniques - subtraction, unification, multiplication, division and dependency. This strategy helped Philips use subtraction to create the slim-line DVD players we use today, while dependency leads to iPhone apps such as FourSquare which provides services that change according to the user's location. This strategy can be useful to anyone, from CEOs of multinational companies to the Chilean miners' rescue team, and even leading jazz guitarist Bill Frisell, who actually restricts the range of his instrument to induce increased creativity.

Jacob Goldenberg is Professor of Marketing at the School of Business Administration and head of the Marketing department at the Hebrew University of Jerusalem, and one of the founders of SIT, a major innovation consultancy. His work has been covered by the New York Times, Wall Street Journal, Boston Globe, BBC News, Wired and Economist.Drew Boyd spent 17 years at Johnson & Johnson, and is now Executive Director of the Master of Science in Marketing Program and Assistant Professor of Marketing and Innovation at the University of Cincinnati.
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