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Inside the Box: A Proven System of Creativity for Breakthrough Results Paperback – Illustrated, June 10, 2014

by Drew Boyd (Author), Jacob Goldenberg (Author)

4.6 245 ratings

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“The ‘inside-the-box approach’ can reveal key opportunities for innovation that are hiding in plain sight” (Daniel H. Pink, author of Drive).

The traditional attitude toward creativity in the American business world is to “think outside the box”—to brainstorm without restraint in hopes of coming up with a breakthrough idea, often in moments of crisis. Sometimes it works, but it’s a problem-specific solution that does nothing to engender creative thinking more generally. Inside the Box demonstrates Systematic Inventive Thinking (SIT), which systemizes creativity as part of the corporate culture. This counterintuitive and powerfully effective approach to creativity requires thinking inside the box, working in one’s familiar world to create new ideas independent of specific problems. SIT’s techniques and principles have instilled creative thinking into such companies as Procter & Gamble, Johnson & Johnson, and other industry leaders. Inside the Box shows how corporations have successfully used SIT in business settings as diverse as medicine, technology, new product development, and food packaging.

Dozens of books discuss how to make creative thinking part of a corporate culture, but none takes the innovative and unconventional approach of Inside the Box. With “inside the box” thinking, companies of any size can become sufficiently creative to solve problems even before they develop and to innovate on an ongoing basis. It’s a system that works!

“Boyd and Goldenberg explain the basic building blocks for creativity and by doing so help all of us better express our potential” (Dan Ariely, author of Predictably Irrational).

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“Among the few ideas that have fundamentally changed how I look at life is the idea that creativity can be simple and systematic. In this book Boyd and Goldenberg explain the basic building blocks for creativity and by doing so help all of us better express our potential.” -- Dan Ariely, author of Predictably Irrational

“Why wait for a brilliant idea to hit like a bolt from the blue? You can increase the odds of a creative lightning strike just by learning and applying a few simple tools—ones that have proven their effectiveness time and again. The 'inside-the-box approach' described by Drew Boyd and Jacob Goldenberg can reveal key opportunities for innovation that are hiding in plain sight. It’s hard to imagine a real-world problem that wouldn’t be amenable to their approach.” -- Daniel H. Pink, author of To Sell is Human and Drive

“Innovation means a lot of things to a lot of people. Unfortunately, this can make it difficult to actually innovate—especially for big, established companies. Inside the Box uses very practical methods to take the mystery out of innovation and provides a roadmap for getting real results.” -- David Butler, Vice President, Innovation, The Coca-Cola Company

“Many books are written on the topic of stimulating creativity, but the practical examples provided here make Boyd and Goldenberg’s advice stand out from the crowd. A captivating and fun read that adds insight to product design.” ― Library Journal

“What’s Inside the Box? In this case, a remarkably original way of thinking about and implementing creativity in the workplace. If you’re interested in gaining a competitive edge over your rivals, open this package (of truly impressive insights) first.” -- Robert B. Cialdini, author of Influence: Science and Practice and Professor Emeritus of Psychology and Marketing at Arizona State University

"Inside the Box is a 'how to' manual for innovation. . . . I commend this book to you if you regularly face tricky problems, you'd like a source of new and better ideas, and you're willing to invest energy in learning a different approach." -- Charlie Dawson ― Management Today

“In this absorbing book, Drew Boyd and Jacob Goldenberg persuasively refute the idea that innovation relies solely on the adult equivalent of coloring outside the lines.” ― Success

About the Author

Drew Boydis assistant professor of marketing and innovation at the University of Cincinnati. He trains and consults in the fields of innovation, marketing, persuasion, and social media. He lives in Cincinnati, Ohio.

Jacob Goldenbergis a marketing professor at the Hebrew University of Jerusalem. He studies creativity, new product development, innovation, market dynamics, and the effects of social networks. He lives in Jerusalem, Israel.

Product details

ASIN ‏ : ‎ 1451659296
Publisher ‏ : ‎ Simon & Schuster; Reprint edition (June 10, 2014)
Language ‏ : ‎ English
Paperback ‏ : ‎ 272 pages
ISBN-10 ‏ : ‎ 9781451659290
ISBN-13 ‏ : ‎ 978-1451659290
Item Weight ‏ : ‎ 9 ounces
Dimensions ‏ : ‎ 1.42 x 5.51 x 8.31 inches

Best Sellers Rank: #527,355 in Books (See Top 100 in Books)
- #1,039 in Workplace Culture (Books)
- #1,292 in Decision-Making & Problem Solving
- #3,219 in Entrepreneurship (Books)

Customer Reviews:
4.6 245 ratings

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Jacob Goldenberg
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Jacob Goldenberg is a Professor of Marketing at the School of Business Administration at the Hebrew University of Jerusalem and a visiting professor at the Columbia Business School. His research focuses on creativity, new product development, diffusion of innovation, complexity in market dynamics social networks effects, and social media. He is an Academic Trustee of the Marketing Science Institute.
Jacob is the editor- in-chief of the International Journal of Research in Marketing and area editor for Journal of Marketing Research, and serves on the editorial board of Marketing Science. He has published papers in the Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, Nature Physics, and Science. In addition, he is an author of two books by Cambridge University Press and a forthcoming book in Chicago Press.
Jacob’s work has been covered in New York Times, Wall Street Journal, Boston Globe, BBC News, Herald Tribune, The Economist, and Wired magazine.
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Drew Boyd
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Drew Boyd is a global leader in creativity and innovation who guides teams, global businesses and governments to deliver breakthrough results. He is a 30-year industry veteran, including 17 years with Johnson & Johnson in marketing, mergers and acquisitions, and international development. While at J&J, Drew earned his first patent for a device that makes spine surgery easier. Today, he trains, consults, and speaks widely in the fields of innovation, persuasion, and social media with companies such as Macy’s, Toyota and Proctor & Gamble. He is also the executive director of the Master of Science in Marketing Program and associate professor of Marketing and Innovation at the University of Cincinnati. His work has been featured in numerous business publications such as The Wall Street Journal, Bloomberg, Industry Week, Psychology Today, and Strategy+Business.
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245 global ratings

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Customers find the book provides a useful framework for creative thinking and innovation. They describe it as an interesting read with a clear and accessible writing style. The book is considered an important business book that entrepreneurs should read.

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Creativity Readability Writing style

32 customers mention "Creativity"32 positive0 negative

Customers find the book offers a useful framework for creative thinking. They appreciate the simple and practical ways of thinking it provides. The book offers logical advice anyone can use, helping readers innovate their process. Readers mention that the book helps them enhance their thinking process and defeat mental blockades.

"...say that this book have outstanding information to help readers to enhance their thinking process and defeat mental blockades...." Read more

"...Although SIT is very useful to generate creative ideas (and is much more effective than other creativity tools out there), I am not convinced that..." Read more

"...It was suggested by a colleague, and helped me immensely to innovate my process...." Read more

"Systematic Inventive Thinking -S.I.T is a very practical methodology to enhance the results of your creativity efforts...." Read more

26 customers mention "Readability"26 positive0 negative

Customers find the book easy to read and engaging. They describe it as a practical guide for entrepreneurs, with an effective and simple system. The book is described as entertaining and inspiring, useful across various applications.

"...Being a mix of both worlds, read the stories was delicious. If you want a fresh approach to creativity and innovation, please, read this book." Read more

"...A must read for every entrepreneur, regardless of how far they may be in the process." Read more

"This is an absorbing book in which authors tried to break down any innovation into a simple and handy system of 5 different techniques...." Read more

"...It would definitely be in my top ten business books and I read a lot of books!" Read more

4 customers mention "Writing style"4 positive0 negative

Customers find the writing style clear and accessible. They say it's effective and quickly trainable.

"...The book is easy to read, but powerful in concepts...." Read more

"...The writing style used is clear and free flowing unlike Creativity in Product Innovation (Goldberg and Mazursky) which reads like an engineering..." Read more

"Well written Easy to follow examples No need for expensive training and development courses...." Read more

"Terrific and highly accessible text for a very effective and quickly trainable system for kickstarting any creative endeavor...." Read more

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Amazon Customer
The book I was waiting for.
Reviewed in the United States on July 14, 2013
Verified Purchase

Being a long time follower of Roni Horowitz and his ASIT (ADVANCED SYSTEMATIC INVENTIVE THINKING), and a consistent user of SIT methods in my consulting practice (both in creative aspects and the development of new services), I must say that this book have outstanding information to help readers to enhance their thinking process and defeat mental blockades.
The Closed World Principle, and the Tools that are presented are very well explained with the use of real examples.
The book is easy to read, but powerful in concepts. I like a lot the two approaches: the one that come for a business world, and the one that comes from "a lab rat", as Goldenberg refers to himself. Being a mix of both worlds, read the stories was delicious.
If you want a fresh approach to creativity and innovation, please, read this book.

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4 people found this helpful

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Melchor Pasikatan
I've read it twice.
Reviewed in the United States on June 17, 2015
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I have read the book twice - one of those few that I've read twice for the past 10 years. I believe the 5 Thinking Tools or SIT work because (1) they are derived from TRIZ, (2) the examples described, and (3) I tried it myself. I was able to generate some creative ideas for product design and business almost effortlessly and in a short amount of time. The writing style used is clear and free flowing unlike Creativity in Product Innovation (Goldberg and Mazursky) which reads like an engineering textbook. Inside the Box seems to be a rewrite of Creativity in Product Innovation. Although SIT is very useful to generate creative ideas (and is much more effective than other creativity tools out there), I am not convinced that SIT covered enough of TRIZ principles and tools. The last chapter on resolving technical contradictions, for example, is better handled using TRIZ. I would still learn and use TRIZ for the bigger and more complex problems. Boyd and Goldberg did an excellent job in creating innovative thinking tools and communicating these to non-engineers who may not likely hear of, like, or use TRIZ.

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8 people found this helpful

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Regina Druz, MD
This book is exactly what I needed
Reviewed in the United States on August 14, 2018
Verified Purchase
Innovating on a new practice model, and serendipitously discovering some of the strategies offered in this book. It was suggested by a colleague, and helped me immensely to innovate my process. A must read for every entrepreneur, regardless of how far they may be in the process.

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Santiago Acosta Maya
Practical and powerful creativity methodology
Reviewed in the United States on August 20, 2019
Verified Purchase
Systematic Inventive Thinking -S.I.T is a very practical methodology to enhance the results of your creativity efforts.
The question is not if you are creative but how can you be creative. This book introduces the methodology and present useful examples and insights.

The book does not cover how a creative idea can then be evolved into a viable business opportunity, it does include relevant questions to ask either to innovate or solve complex problems o negotiation difficulties.

I do recommend the book. The methodology is in itself a mental model you can apply in everyday life.

This methodology should be taught at school, college and university.

Be prepared to take lots of notes.

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3 people found this helpful

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Dmitry Kostyuchenko
Brilliant!
Reviewed in the United States on June 22, 2020
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This is an absorbing book in which authors tried to break down any innovation into a simple and handy system of 5 different techniques. Very entertaining and inspiring reading.

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Mr.Quark
Sitting outside of the box is tiring
Reviewed in the United States on July 9, 2013
Verified Purchase
As some one who spent significant time in corporate world, where innovation is always organization's future and "out of the box" thinking is the king, its nice to see alternative perspective (w/ its merits & limitations). The book definitely offers fairly logical and practical advises anyone can use in their product development (on the different scales), albeit it probably works better in some industries than others. In my opinion, its worth the money and I will absolutely use guidelines from the book in the development of some new products and ideas.

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Scully
Great book.
Reviewed in the United States on March 20, 2017
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I've always considered myself creative. I'm a musician and a self proclaimed artist. I am always looking for ways to fuel creativity, and noticed that while lots of books for artists advise on ways to let your creative spirit "flow,"not much is written about HOW to be creative, in practical terms. I found myself thinking in new ways before I even finished the book. I highly recommend this book for anyone of any age.

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5 people found this helpful

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A Reader from PA
This book well explains the power of inside-the-box thinking and ...
Reviewed in the United States on April 8, 2015
Verified Purchase
This book well explains the power of inside-the-box thinking and the applications of Structured Inventive Thinking. I cover a similar subject in my newest book written more from the technical standpoint. I am an inventor with several patents and I have practice SIT and similar techniques for 15 years. An important task is to define the box. We are always working within some box. I use the Duncker's candle problem to illustrate the box selection issue:
http://www.amazon.com/Become-Inventor-Idea-Generating-Problem-Solving-Techniques/dp/1508936838

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Núria
La clave para la creatividad efectiva!
Reviewed in Spain on August 13, 2024
Verified Purchase

Me ha encantado la aproximación que se hace a la creatividad, fundamentada en la idea que es algo entrenable. Y te proporciona casi “recetas” paso a paso para conseguir ideas innovadoras que son aplicables a todos los sectores y ámbitos. Una herramienta muy poderosa que es extraño que la gente no conozca y use más

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Emma
Consigliato
Reviewed in Italy on June 8, 2023
Verified Purchase
Comprato come libro di testo per un corso universitario ma devo dire che l'ho trovato molto piacevole e ricco di esempi. Il metodo è sicuramente molto interessante quindi lo consiglio anche solo per piacere.

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MJ
TRIZ-very lite
Reviewed in Poland on December 3, 2022
Verified Purchase
To keep it short - it was a fun and informative read, though some examples seemed retrofitted and a bit far fetched.
Authors present a method called SIT - systematic inventive thinking which is a set of five heuristics and a few assumptions that may be helpful in problem solving.
SIT is basically a very lite version of TRIZ, yet due to being lightweight it's easy to learn and reap benefits faster than when applying TRIZ. At least sometimes. Still - I recommend starting with SIT and when someone would find it too simple then switch to TRIZ.

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MJ

TRIZ-very lite

Reviewed in Poland on December 3, 2022
To keep it short - it was a fun and informative read, though some examples seemed retrofitted and a bit far fetched.
Authors present a method called SIT - systematic inventive thinking which is a set of five heuristics and a few assumptions that may be helpful in problem solving.
SIT is basically a very lite version of TRIZ, yet due to being lightweight it's easy to learn and reap benefits faster than when applying TRIZ. At least sometimes. Still - I recommend starting with SIT and when someone would find it too simple then switch to TRIZ.

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Rajasekhar V
Great book!
Reviewed in India on April 16, 2021
Verified Purchase
It is an exceptional book. I highly recommend it for anyone who wants to systematically go creative. It is written in a way that even a layman can understand. At no point did I lose my interest while studying it. Thanks to the author for a great book. On a different note, I accidentally learnt about this book during my google searches. It's surprising that none of the Amazon recommendations ever recommended this book.

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Lulu Belle
Essential Reading for Problem-Solving
Reviewed in the United Kingdom on November 20, 2021
Verified Purchase
This book provides 5 repeatable, easily understood and easily applied methods to problem-solve and innovate. It ends with a chapter dedicated to how we might quickly recognise when innovation is possible by noticing false contradictions… (which is present in almost all problem statements). I practice a lot of methods for innovating - design thinking and sprints included. I run workshops and consult. This book has become a key part of my toolkit. Very grateful to the authors for their incredible, timeless work. Thank you Drew & Jacob!

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5.0 out of 5 stars La clave para la creatividad efectiva!

5.0 out of 5 stars Consigliato

5.0 out of 5 stars TRIZ-very lite

TRIZ-very lite

Images in this review

5.0 out of 5 stars Great book!

5.0 out of 5 stars Essential Reading for Problem-Solving

La clave para la creatividad efectiva!

Consigliato

TRIZ-very lite

Great book!

Essential Reading for Problem-Solving