Creative Strategy: A Guide for Innovation

William Duggan's "Strategic Intuition" explained 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 strategy? to work for their own innovations. Duggan shows how creative strategy follows the natural three-step method of the human brain: breaking down a problem into parts, searching for past examples, and creating a new combination to solve the problem. He then explains how to follow these 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. Duggan also illustrates creative strategy through real-world cases of innovation that use the same method, from Netflix to Thomas Edison, from Google to Henry Ford. He further demonstrates how to integrate creative strategy into other methods you might currently use, such as Porter's Five Forces or Design Thinking.