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Creative Strategy


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William Duggan's Strategic Intuition explained 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 strategy? to work for their own innovations. Duggan shows how creative strategy follows the natural three-step method of the human brain: breaking down a problem into parts, searching for past examples, and creating a new combination to solve the problem. He then explains how to follow these 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. Duggan also illustrates creative strategy through real-world cases of innovation that use the same method, from Netflix to Thomas Edison, from Google to Henry Ford. He further demonstrates how to integrate creative strategy into other methods you might currently use, such as Porter's Five Forces or Design Thinking.

Table of Contents

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

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.


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

Duggan (Columbia Business Sch.; Strategic Intuition) begins with an outline of his creative strategy: to appraise your problem rapidly; look for ways other companies and industries have solved parts of your problem (he calls this the "what-works scan"); and combine those effective methods in new ways. It's a refreshingly simple methodology, easy to understand, and doesn't require the complex diagrams that are present in so many strategy how-tos. In the second half of the book, Duggan provides his critique of other popular methods for innovation including brainstorming, design thinking, etc. This makes the book useful for those implementing his method, as well as those adapting his practices into their current workplace. He refers to best sellers from past years, listed in a narrative sources section, in addition to a comprehensive bibliography. Verdict This is not an edge-of-your-seat read, but Duggan makes a clear case for his method of creating innovation.-Sarah Statz Cords, Reader's Advisor Online, Middleton, WI (c) Copyright 2012. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

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