Creative Strategy

A Guide for Innovation

William Duggan

Columbia University Press

Creative Strategy

Google Preview

Pub Date: September 2014

ISBN: 9780231160537

176 Pages

Format: Paperback

List Price: $19.95£14.95

Pub Date: December 2012

ISBN: 9780231160520

176 Pages

Format: Hardcover

List Price: $27.95£22.95

Pub Date: December 2012

ISBN: 9780231531467

176 Pages

Format: E-book

List Price: $26.99£21.95

Creative Strategy

A Guide for Innovation

William Duggan

Columbia University Press

William Duggan's 2007 book, Strategic Intuition, showed 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 method to work for their own innovations.

Duggan's book solves the most important problem of how innovation actually happens. Other methods of creativity, strategy, and innovation explain how to research and analyze a situation, but they don't guide toward the next step: developing a creative idea for what to do. Or they rely on the magic of "brainstorming"—just tossing out ideas. Instead, Duggan shows how creative strategy follows the natural three-step method of the human brain: breaking down a problem into parts and then searching for past examples to create a new combination to solve the problem. That's how innovation really happens.

Duggan explains how to follow these three 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. It is a global search for good ideas to combine as a new innovation. Duggan illustrates creative strategy through real-world cases of innovation that use the same method: from Netflix to Edison, from Google to Henry Ford. He also shows how to integrate creative strategy into other methods you might currently use, such as Porter's Five Forces or Design Thinking. Creative Strategy takes the mystery out of innovation and puts it within your grasp.
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
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

Read the introduction and the chapter, "From Mind to Method" (to view in full screen, click on icon in bottom right-hand corner)

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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.