Creativity in Product Innovation
Author: Jacob Goldenberg, David Mazursky
List Price: $35.00
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ISBN: 0521002494
Publisher: Cambridge University Press (31 January, 2002)
Sales Rank: 113,298
Average Customer Rating: 4.33 out of 5
Customer Reviews
Rating: 5 out of 5
Creative Creativity
This book was wonderful....I really didn't expect much given one reviewer who said the book was "dry" but the book greatly exceeded my expectations and offered me a revolutionary way to think and to run my life. I found the book to be OVERFLOWING with insites which not only make sense but can be easily applied in business. In fact, I have already applied them! So in sum the book has already had an impact on my life.... READ IT AND USE IT.
Rating: 1 out of 5
DRY...
A little creativity by the authors would have been helpful in trying to plow through the pages. This book is just bland! After the first two chapters I simply skimmed the rest of the book. Any meaningful information was lost in a poor execution. Save your money and buy something else.
Rating: 5 out of 5
It turns out that creativity is a science after all...
Don't let the slightly academic style of the book put you off; it is nothing short of a revolution in creative thinking.If you're ever so slightly fed up of brainstorming, pushing the envelope, thinking outside the box and sitting on beanbags waiting for creative inspiration, then this is the book for you.
It turns out that creative solutions are not just the inspired, almost mystical outpourings of a few talented creatives but universal patterns that can be accurately reproduced once you know the recipe.
Amazing as it sounds, Goldenberg and Mazursky have discovered the science underneath the art of creative thinking. This is a science not based on the psychology of creative genius but on discovering the 'DNA' of existing creative solutions and turning it into a simple recipe card of repeatable steps to producing a specific type of creative solution.
It seems, there are a number of surprises in this new science of creativity. Contrary to popular perception; truly creative solutions are to be found 'inside the box' of the problem; listening to the 'voice of the product' not the 'voice of the consumer' leads to the most successful new products and mental constraints not untrammelled freedom is the best route to creative solutions.
Not only is this book a major contribution to those involved with innovation but by discovering the science within creativity, the authors open up the exciting possibility of being able to teach creative thinking to researchers, business people and children alike.
Maybe one day, it will become a rudimentary part of the national curriculum?
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