Artists, scientists, and entrepreneurs thrive on their ability to be creative. New wealth flows to those who successfully introduce new ideas.While organizations claim to value creativity, they are often at a loss when attempting to conjure up novel ideas, particularly in a world where technology has made information readily available to everyone. As a result, leaders ask, Where will the next big idea come from? In response, they allocate significant resources for innovation; however the source of creative inspiration has remained a mystery.Science has shown that it s possible to create conditions under which the mind is more prepared to have insights, or aha! moments. In this fascinating book, Andrew Razeghi examines the precursors to creative insight and offers clear-cut methods for making Eureka moments routine practice rather than lucky accidents. Combining the latest scientific research, interviews with current innovators, and studies of history s most creative minds, he dissects the creative process and presents a practical approach for inspiring innovation.The Riddle illustrates how replicating these precursors - curiosity, constraints, connections, conventions, and codes - can increase your odds of success at innovation. For example, the author reveals how to inspire creativity through controllable and reproducible thoughts and behaviors such as altering your mood, changing the context in which you solve problems, creating metaphors, and even simply writing things down. He also explores the role of sleep, memory, and ethnicity as they pertain to creative insight.The Riddle takes the mystery out of the creative process and plants it squarely in the realm of the scientific. Using the techniques outlined in this book, innovators can draw on the Eureka moment again and again.

Review

“This book provides a very clear insight into the way people have new ideas and suggests practical steps that can be used. The approach is different from the formal tools of lateral thinking but equally valid."
––Dr. Edward de Bono, Originator of Lateral Thinking,
Founder of the World Academy for New Thinking TM and author of 67 books

“The Riddle is a remarkable gift cleverly wrapped in a “must read” book. Razeghi thoughtfully awakens and emerges us in that “eyes wide open, believing is seeing, blissfully ignorant” state of childhood so desperately needed in our world today. As “innovation” and “creativity” emerge from their awkward adolescence, The Riddle is not just a right of passage surprise party for your brain but a compelling travel guide for your eager neurons and creative juices.”
––Thomas Stat, Relationship Designer, Innovation Alchemist
IDEO

“Every innovator in the world looks constantly for the Eureka moment. The Riddle is a must read book for every problem solver to understand the creative process and to learn how to provoke Eureka moments continuously.”
––Salvador Alva, President
PepsiCo Foods & Beverages Latin America

“Professor Razeghi has revealed that creativity is not an art, but a science and skill that anyone can learn. His numerous examples and fascinating anecdotes make this book a must–read for anyone, whether you are a CEO or a stock boy, physicist or phys–ed teacher, who wants to problem–solve more effectively.”
––Jonathan Greenblatt, Founder
Ethos Water and former Vice President of Starbuck’s Coffee Company

“Enlightening! As an entrepreneur, The Riddle gave me a framework to make successful innovation a repeatable process.”
––Chuck Templeton, Founder
OpenTable, Inc.

“Andrew Razeghi′s Riddle is an easy to understand, step–by–step guide to improving your creativity. l learned how to approach a problem, how to look for solutions and most importantly how to inspire my very own “Eureka” moments. The book is rich in examples and the best thing of all: it is great fun to read.”
––Urs Eberhard, Executive Vice President
Switzerland Tourism

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Equipment for Living is a socially conscious bookstore located in Aliquippa, Pennsylvania. More than just a retail business, we define ourselves as "a business with a conscience" - committed to fostering community development, meaningful employment, and urban revitalization in Western Pennsylvania. OUR MISSION: Equipment for Living operates on the belief that responsible entrepreneurship can be a powerful force for positive change. We provide valuable retail services while creating meaningful work opportunities that serve as sites of training and mentoring. Our Youth Employment Initiative specifically targets local residents aged 16-25, offering employment, skill development, and guidance during the critical transition from youth to adulthood. We measure success not just in profits, but in empowering our employees to pursue their career aspirations and life goals - even when that means moving on to other opportunities. OUR STORY: Founded in 2008 and opening our physical storefront in 2012 after extensive community-led renovations, Equipment for Living has grown from an online book venture into a cornerstone of Aliquippa's revitalization efforts. We've deliberately chosen to establish our business in this former steel town, recognizing that true community poverty isn't just about lacking economic resources - it's about lacking opportunities, connections, education, and hope. OUR INVENTORY: Equipment for Living offers a refreshingly different retail experience from typical chain bookstores. While big-box stores stock only high-demand, profitable bestsellers in predictable arrangements, we curate a wide and constantly evolving selection that reflects the unique character of our community. Our diverse inventory includes books across all genres and eras, audiobooks, CDs, DVDs, VHS tapes, vinyl records, and video games. We embrace the philosophy that "if you only read the books that everyone else is reading, you can only think what everyone else is thinking." While we may not always have the latest bestseller in stock, we guarantee a carefully selected range of high-quality products you won't easily find elsewhere - true equipment for living a rich, thoughtful life.

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