When BIC, manufacturer of disposable ballpoint
pens, wanted to grow, it looked for an idea beyond introducing new sizes and
ink colors. Someone suggested lighters.
With an idea that seemed crazy at first, that
bright executive, instead of seeing BIC as a pen company, a business in the pen
“box”—figured out there was growth to be found in the disposable “box.” And he
was right. Now there are disposable BIC lighters, razors, even phones. The
company opened its door to a host of opportunities.
It invented a new box. Your business can, too. And
simply thinking “out of the box” is not the answer. True ingenuity needs
structure, hard analysis, and bold brainstorming. It needs to start thinking in
new boxes, a revolutionary process for sustainable creativity from two
strategic innovation experts from The Boston Consulting Group (BCG).
To make sense of the world, we all rely on
assumptions, on models—on what Luc de Brabandere and Alan Iny call “boxes.” If
we are unaware of our boxes, they can blind us to risks and opportunities.
This innovative book challenges everything you
thought you knew about business creativity by breaking creativity down into
Doubt everything. Challenge your current
Probe the possible. Explore options around
Diverge. Generate many new and exciting ideas,
even if they seem absurd.
Converge. Evaluate and select the ideas that
will drive breakthrough results.
Reevaluate. Relentlessly. No idea is a good
idea forever. And did we mention Reevaluate? Relentlessly.
Creativity is paramount if you are to thrive
in a time of accelerating change.
Replete with practical and potent creativity tools,
and featuring fascinating case studies from BIC to Ford to Trader Joe’s, Thinking
in New Boxes will help you and your company overcome missed opportunities
and stay ahead of the curve.
This book isn’t a simpleminded checklist. This is Thinking
in New Boxes. And it will be fun. We promise. Download and start listening now!