Creative Strategy: A Guide for Innovation by William DugganCreative Strategy: A Guide for Innovation by William Duggan

Creative Strategy: A Guide for Innovation

byWilliam Duggan

Paperback | September 9, 2014

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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.

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 t...
Title:Creative Strategy: A Guide for InnovationFormat:PaperbackDimensions:176 pagesPublished:September 9, 2014Publisher:Columbia University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0231160534

ISBN - 13:9780231160537


Read from the Book

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

Table of Contents

Part I: Creative Strategy from the Inside1. From Mind to Method2. Precedents3. What's the Problem?4. Where Do We Look?5. Creative Combination6. Resolution7. Get Organized8. Kinds of InnovationPart II: Creative Strategy from the Outside9. Brainstorming10. Top Ten11. Creative12. StrategyPart III: ReferencesCreative Strategy at a GlanceSourcesAcknowledgmentsBibliographyIndex

Editorial Reviews

With this book, you too can learn how to be a spearhead of innovation.