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Creative Strategy
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William Duggans 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 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. Thats how innovation really happens. He 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 step - a search for past examples - takes 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.
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