(WSJ) Drew Boyd and Jacob Goldenberg—Think Inside the Box

Posted by Kendall Harmon

The traditional view of creativity is that it is unstructured and doesn't follow rules or patterns. Would-be innovators are told to "think outside the box," "start with a problem and then brainstorm ideas for a solution," "go wild making analogies to things that have nothing to do with your product or service."

We advocate a radically different approach: thinking inside the proverbial box, not outside of it. People are at their most creative when they focus on the internal aspects of a situation or problem—and when they constrain their options rather than broaden them. By defining and then closing the boundaries of a particular creative challenge, most of us can be more consistently creative—and certainly more productive than we are when playing word-association games in front of flip charts or talking about grand abstractions at a company retreat.

Our method works by taking a product, concept, situation, service or process and breaking it into components or attributes. Using one of five techniques, innovators can manipulate the components to create new-to-the-world ideas that can then be put to valuable use.

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Filed under: * Culture-WatchBooksPhilosophyPsychologyScience & Technology* Economics, PoliticsEconomyCorporations/Corporate Life

Posted June 21, 2013 at 2:06 pm [Printer Friendly] [Print w/ comments]
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