Using a new, systematic framework, this illuminating book turns ideation into a task anybody with sound logic and a determination to learn can do, and do well, by separating the process from the outcome.
In a competitive marketplace, all firms must constantly innovate to create sustained shareholder value. The main roadblock in innovation is ideation: the identification of value-creating ideas, often seen as the work of innately creative people. This first-of-its-kind textbook demonstrates that anyone can ideate through specific logical processes that require no creativity when used, but...