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

Duggan, William

Softcover

ISBN 10: 0231160534 ISBN 13: 9780231160537

Publisher: Columbia University Press, 2014

Synopsis

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.

About this title

About the Author

William Duggan is senior lecturer at Columbia Business School, where he teaches creative strategy in graduate and executive courses. He has given talks and workshops on creative strategy to thousands of executives from companies in countries around the world. His most recent book, Strategic Intuition, was named Best Strategy Book of the Year by Strategy+Business.

Edition details

• Publisher: Columbia University Press
• Publication date: 2014
• Language: English
• ISBN 10: 0231160534
• ISBN 13: 9780231160537
• Binding: Paperback
• Number of pages: 176