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The 20th century saw the United States dominate the world in technology and other business innovations, but at the dawn of the 21st century, it's become clear that the international community has bridged that gap. No longer can a single "big idea" carry a company forward in the global marketplace, says de Brabandere. Discovering and sustaining creativity is one of the most pressing needs for corporations competing in the world today.
However, true innovation can only be had if an organization is willing to break the rules that have locked it into a set way of thinking. It is not enough to change for change's sake, says de Brabandere. While most organizations focus on physical change - incremental changes seen in basic product innovations - big transformational changes come only when rules are broken and perceptions are altered. By focusing on this aspect of the creative process - or what he calls the forgotten half of change - de Brabandere says businesses can inspire innovation that will enhance their position in the ever-changing marketplace.
De Branbandere shows us with words and pictures, as well as intelligence and charm:
- How stereotypes impede business creativity and how you can smash them;
- How metaphors/analogies trap your thinking and how you can break out of them;
- How questioning can lead you to organizational "Eureka" moments;
- How to tell the difference between "new" ideas and really "good" ideas.
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