With this book, you too can learn how to be a spearhead of innovation.
Creative Strategy: A Handbook for Innovationby William Duggan
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William Duggan’s 2007 book, Strategic Intuition, showed how innovation really happens in business and other fields and how that matches with 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 you and your company put that same method to work for your 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 tell you how to take the next step: a creative idea for what to do. Or they rely on the magic of brainstorming”you toss out ideas off the top of your head. Instead, Duggan shows how creative strategy follows the natural three-step method of your own brain: it breaks down a problem into parts, and then searches for past examples in your memory to come up with 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 or any other field as an individual, a team, or a whole company. The crucial middle stepa search for past examplestakes you beyond your own brain to a what-works scan” of what others have done within and outside of your company, industry, and country. It is a global search for good ideas to combine as a new innovation. Duggan illustrates creative strategy with real-world cases of innovation that use the same method: from Netflix to Edison, and from Google to Henry Ford. He also shows how to integrate creative strategy into other methods one 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.
- Columbia University Press
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What People are saying about this
Bill Duggan has done it again. In Creative Strategy he has focused on 'what works' in generating innovation, the key to business prosperity and rising national living standards. By blending analysis and creativity--and insights from psychology and neuroscience--Duggan offers a formal method for generating innovation. Creative strategy will join the big ideas that have framed the study of management in the past generation. This well-written and interesting book is a 'must read' for executives and strategy thinkers.
There is a crisis in corporate innovation. Every company wants more of it, but few companies are happy with what they're getting. The answer? Stop brainstorming, stop ideating, no more two-day offsites: instead, read and use this book.
Bill Duggan tackles the toughest part of the strategy process, the piece you can't find elsewhere: creating the new innovations that power and revitalize great organizations. For everyone who wants to make an impact, for those who want to lead, for those charged with making organizations work, you won't find this material anywhere else. If you read just one business book this year, make it this one--because this one has a process you can apply immediately in your own organization.
Books on strategy and innovation tend to be of two types. Either they present theories and models that are hard to put into practice or they offer accounts of success stories that are easy to admire but nearly impossible to replicate. This book is different. It is replete with fascinating examples of things that worked, yet the examples are accompanied by clear, practical explanations of why they worked and, more important, how readers can apply the underlying principles and techniques in their own settings.
Meet 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.
Columbia University Press
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