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Creativity in Product Innovation 0th Edition
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Top Customer Reviews
The authors also demonstrate that you can get better results by looking inward to the product itself, rather than listening outward to the customer ("the voice of the customer"). The Sony Walkman is probably the best example of that. I was skeptical of this sweeping generalization, but the authors provide lots of research to back up their statements.
The book thus presents 4 methods (called "Templates") to generate ideas for an existing product. Let me give you an example by using an illustration from the book using perhaps the simplest method: the Displacement Template. Here you first diagram all the components of a chair (for example). It is composed of the Back, the Seat, the Legs, and Person sitting on it. You then remove one of the important components (the Legs). You are now faced with a product that just has the Back and the Seat. You now try to derive a marketable product from this idea. This is called "solution spotting", when you identify the form of the product first, and then search for a need for this product. In this example, the new product without legs, could be sold as a beach chair.
Although this simplistic example may seem trivial it illustrates the concept that the product came from WITHIN the product itself and not from the market. It also can be seen to be systematic...Read more ›
As our society has become more consumer driven, advertisers, marketing professionals, and leading manufacturers have presented an abundance of new products. Most of these products are doomed for failure as they fail to offer any genuine innovation, meet any real consumer need, or appear to be me-too products with a few additional bells and whistles. Add to this the ever growing cynicism of today's consumers, as marketers try ever trick in the book to gain even a nano-second of consumer attention, and our need for new methodologies becomes abundantly clear.
Thankfully, here's a book that instead of tricks, pop wisdom and pep talks, provides us with a systematic methodology for the development of new products. Moreover, it provides us with an entirely new way of approaching product development - through the product itself. Whereas up until now we have been focused on the perceived needs of the consumer, and the feedback consumers give, we have been limiting our imaginations to adding lemon to Diet Coke and Frosting our Cheerios.Read more ›
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?
Most Recent Customer Reviews
I couldn't wait to finish this book and let it go. Repetitive and not particularly insightful. Could be summed up in a short paper.Published on December 2, 2013 by Abigail Keene-Babcock
Here is the first sentence in the book "Creativity Templates dipict discernable, measureable, and learnable regularities or patterns in innovations and novelties emergence. Read morePublished on July 26, 2010 by jf
I use Goldenberg and Mazursky's "creativity templates" in teaching my MBA classes good habits for coming up with new product ideas. Read morePublished on May 24, 2007 by bensmomma
In a situation where a company is looking for alternatives to a new product or service, is the consumer a rich source of creative alternatives? Read morePublished on November 12, 2006 by Daniel Waisberg
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... Read morePublished on December 24, 2002 by MAK
A little creativity by the authors would have been helpful in trying to plow through the pages. This book is just bland! Read morePublished on July 11, 2002