Inside the Box: A Proven System of Creativity for Breakthrough Results

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Simon and Schuster, Jun 11, 2013 - Business & Economics - 272 pages
“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).

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INSIDE THE BOX: A Proven System of Creativity for Breakthrough Results

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Thinking outside the box is hardly the only spur to innovation, write marketing professors Boyd (Univ. of Cincinnati) and Goldenberg (Hebrew Univ. of Jerusalem) in this bouncy yet grounded nod to the ... Read full review

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I was lucky enough to see Drew Boyd present the system in Boston at a development training module. It was a revaluation to me to see how the practices can be employed in both innovation and as a problem solving tool. Reading the book since has helped me appreciate these techniques even more and since then I am constantly looking at issues in a clear and concise way. One word of warning though once you turn this system on in your brain so far it has been hard to turn it off. On a recent flight I sat next to a engineer from Rolls Royce he saw me reading the book and told me this system also helps him almost every day. By the time we had landed, I thought I had a new way to improve efficiency at steam turbine power stations. With the SIT system I found it much easier to develop ideas to a far greater level than I have before. 

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About the author (2013)

Drew Boyd is assistant professor of marketing and innovation at the University of Cincinnati. He trains and consults in the fields of innovation, marketing, persuasion, and social media. He lives in Cincinnati, Ohio.

Jacob Goldenberg is a marketing professor at the Hebrew University of Jerusalem. He studies creativity, new product development, innovation, market dynamics, and the effects of social networks. He lives in Jerusalem, Israel.

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