Creative Strategy: A Guide for Innovation

author: William Duggan

name: Wayne

average rating: 0.0

book published: 2012

rating: 3

read at: 2013/05/05

date added: 2013/05/05

shelves: non-fiction-business

review:

'Creative Strategy: A Guide For Innovation' seeks to show groundbreaking ways in which creativity and strategy should be part of the same idea process, not individual components. Newer research refutes the separation between right and left brain, and yet, that's how we continue to approach finding new ideas. Duggan proposes a method that uses our strategic experience with our creative ability to make connections to come up with better solutions.



There are three phases to the process and a grid is given to show the process. Examples are in the book of how the grid is used in some real life examples. There is a large section of the book that looks at existing thought on creativity and another section on strategy. Lots of competing methods and thoughts are discussed and dismissed or partially credited for their contributions to innovation. Initially, this came across as a little self-serving since they were all held up to the Creative Strategy method and found lacking. Upon further thought, I had to admire the depth of research the author went to in the field. Having researched a few of the sources, they do seem to lack exactly what creativity actually looks like to derive a workable business innovation.



A short read, but one that attempts to be more specific than many of the other sources I've read to date. If you are looking for a process to guide you to innovation, this gives a much clearer path.





via Wayne's bookshelf: read http://www.goodreads.com/review/show/445563792?utm_medium=api&utm_source=rss