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Creativity in Product Innovation (Paperback)

by Jacob Goldenberg (Author), David Mazursky (Author) "The emergence of the Creativity Templates approach can be best illustrated by looking at the reality of new product innovation and the widespread methods typically..." (more)

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Product details

Paperback: 238 pages
Publisher: Cambridge University Press (3 Jan 2002)
Language English
ISBN-10: 0521002494
ISBN-13: 978-0521002493
Product Dimensions: 24.4 x 17.3 x 1.3 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 529,505 in Books (See Bestsellers in Books)
Popular in this category:
#77 in Books > Business, Finance & Law > Sales & Marketing > Product Management

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Product Description

Review

‘The book would be valuable reading for any professional in any one aspect of a product development process. It offers a divergent view that will stimulate and challenge the reader to reflect on their own product development processes with fresh insight … this is a worthwhile text.’ Innovation

Product Description

Creativity in Product Innovation describes a remarkable new technique for improving the creativity process in product design. Certain ‘regularities’ in product development are identifiable, objectively verifiable and consistent for almost any kind of product. These regularities are described by the authors as Creativity Templates. This book describes the theory and implementation of these templates, showing how they can be used to enhance the creative process and thus enable people to be more productive and focused. Representing the culmination of years of research on the topic of creativity in marketing, the Creativity Templates approach has been recognised as a breakthrough in such journals as Science, Journal of Marketing Research, Management Science, and Technological Forecasting and Social Change. It has been successfully implemented through workshops in international companies including Philips Consumer Electronics, Ford Motor Co., Ogilvy & Mather Worldwide, Kodak, Coca-Cola and many others.

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Inside This Book (Learn More)

First Sentence
The emergence of the Creativity Templates approach can be best illustrated by looking at the reality of new product innovation and the widespread methods typically used to detect and identify ideas for new products. Read the first page

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24 of 25 people found the following review helpful:

5.0 out of 5 stars It turns out creativity is a science after all..., 28 Jun 2002

By	"johnkearon" - See all my reviews

Don't let the slightly academic style of the book put you off; it is nothing short of a revolution in creative thinking.

If you're ever so slightly fed up of brainstorming, pushing the envelope, thinking outside the box and sitting on beanbags waiting for creative inspiration, then this is the book for you.

It turns out that creative solutions are not just the inspired, almost mystical outpourings of a few talented creatives but universal patterns that can be accurately reproduced once you know the recipe.

Amazing as it sounds, Goldenberg and Mazursky have discovered the science underneath the art of creative thinking. This is a science not based on the psychology of creative genius but on discovering the 'DNA' of existing creative solutions and turning it into a simple recipe card of repeatable steps to producing a specific type of creative solution.

It seems, there are a number of surprises in this new science of creativity. Contrary to popular perception; truly creative solutions are to be found 'inside the box' of the problem; listening to the 'voice of the product' not the 'voice of the consumer' leads to the most successful new products and mental constraints not untrammelled freedom is the best route to creative solutions.

Not only is this book a major contribution to those involved with innovation but by discovering the science within creativity, the authors open up the exciting possibility of being able to teach creative thinking to researchers, business people and children alike.

Maybe one day, it will become a rudimentary part of the national curriculum?

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