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Creative Strategy: A Guide for Innovation (Columbia Business School Publishing)

Amazon.com Price:  $12.98 (as of 12/05/2019 16:22 PST- Details)

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Description

William Duggan’s 2007 book, Strategic Intuition, showed how innovation actually 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 an important problem of how innovation in reality happens. Other methods of creativity, strategy, and innovation provide an explanation for how to research and analyze a situation, but they do not guide toward your 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 looking for past examples to create a new combination to solve the problem. That’s how innovation actually 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 a very powerful 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. This 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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