Creative Strategy

A Guide for Innovation

William Duggan (Columbia University)

$45.95

Hardback

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English

Columbia University Press
04 December 2012

Business innovation

"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."

By: William Duggan (Columbia University)
Imprint: Columbia University Press
Country of Publication: United States
Dimensions: Height: 229mm, Width: 152mm, Spine: 23mm
Weight: 397g
ISBN: 9780231160520
ISBN 10: 0231160526
Pages: 176
Publication Date: 04 December 2012
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Part I: Creative Strategy from the Inside 1. From Mind to Method 2. Precedents 3. What's the Problem? 4. Where Do We Look? 5. Creative Combination 6. Resolution 7. Get Organized 8. Kinds of Innovation Part II: Creative Strategy from the Outside 9. Brainstorming 10. Top Ten 11. Creative 12. Strategy Part III: References Creative Strategy at a Glance Sources Acknowledgments Bibliography Index

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.

Reviews for Creative Strategy: A Guide for Innovation

A slim but persuasive guide to innovative thinking. Publishers Weekly With this book, you too can learn how to be a spearhead of innovation. -- Steph Lippitt NY Creative Interns