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Marketing Innovation: The Inversion Technique and How Bad Things Happen

Published date: May 11, 2015 в 3:00 am

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Jacob Goldenberg, in his book, “Cracking the Ad Code,” describes eight creative patterns that are embedded in most innovative, award- winning commercials. The tools are:
1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Absurd Alternative
7. Inversion
8. Extreme Effort
Out of these eight, the one that gives my students the most trouble is the Inversion tool. It conveys what would happen if you didn’t have the product…in an extreme way. It shows the benefits “lost” by not using the product. It is best used when the brand and its central benefits are well understood by the viewer. The advertiser is showing the viewer what bad things may happen if you don’t use their brand. It’s clever and memorable.
Here’s a great example from the online travel site, Kayak, that is so simple and effective:

To use the Inversion technique, start with the components of the brand promise. Take each one away one at a time and envision in what ways the consumer would be affected…in an extreme way…if it did not have this aspect of the promise. Make sure that the “bad thing” that happens is so far fetched that viewers understand it’s a joke. Otherwise, they’ll get confused.
As Goldeberg notes, an important tactic of Inversion is to show unlimited generosity, understanding, and empathy for the poor consumer who does not use your product. The idea is to convey your product as having great understanding for your dilemma and generously suggesting assistance.
Here is another great example from Sears Optical:

Now THAT would be bad!

Which SIT Technique Should I Use?

Published date: May 6, 2015 в 8:54 am

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SIT is a collection of five techniques and a set of principles to help generate quality ideas on demand. One of the challenges you can have is deciding which technique to use. So here are some rules of thumb to get you started.
At the start of any project, I generally recommend using the Subtraction technique. It helps people get comfortable with the SIT method because it challenges their assumption about creativity and it exposes their fixedness. Subtraction is very useful when your starting point is well understood or the product or service is well established. It’s also great when you’re dealing with a complex product or service. As you subtract components out of complex products, it helps clarify what the component does and how it performs it’s role.
After you’ve applied one of the other techniques, I recommend turning to Task Unification. That’s because it tends to strengthen ideas by adding substance to them. This is especially true of Subtraction. With Subtraction, you can replace the subtracted component with something from the closed world.
This in a sense is using Task Unification. When you apply Task Unification by itself though, it will force you to consider non-obvious components for an additional role. It’s also a great technique when you have many tight constraints to deal with. It forces you to do more with less.
If you’re innovating a work process, I like to use Multiplication. It’s an excellent tool to help you see redundancies or opportunities to improve a process. It’s also great when you’re list of components is a bit short. Multiplication is a great tool for problem solving. But when you apply it to a problem situation, be sure to take the component that seems to be causing the problem and make a copy of it. That seems counter-intuitive but you’ll be pleasantly surprised at what it can produce.
Division is the technique of choice when dealing with a process or service. It’s great for innovating a manufacturing process, for example. But don’t think division is only for processes or services. It can be quite powerful in new product innovation as well. Also be sure to use Division when you suspect strong structural fixedness at play. That usually happens when you’re dealing with rigorous standards or well entrenched structures in your products and services. Applying the Division technique will expose that fixedness and help you and your colleagues break it.
Finally, use Attribute Dependency when you have a relatively new product or when you want to create smart adaptable products. It’s a great tool when you want to create extensions to your product line. The technique forces you to consider new connections between two unrelated components within the same product. And many times, this yields some very clever features that your customers would love.
People often ask me, which of the five techniques is my personal favorite. That’s like asking someone, which of their children is their favorite. To be honest just, like children, the techniques of the SIT method are all unique and they all have tremendous potential. I suggest you take advantage of them all.

Innovation Sighting: Buttons That Lie and the Subtraction Technique

Published date: April 20, 2015 в 10:30 am

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Think about how often you push buttons during the normal course of a day, at home, in our car, and elsewhere – elevators, crosswalks, and so on.
Did you ever stop to wonder how many of those buttons you push don’t actually work? It’s called a placebo button – it seems to have functionality, but actually has no effect when pressed.
It’s a perfect example of the Subtraction Technique, one of five in the innovation method, Systematic Inventive Thinking (SIT). Subtraction works by removing an element of the system that seemed essentially to identity some new value or benefit.
So what’s the benefit of a button that doesn’t work? Psychologists say that it gives people the illusion of control, defined as the tendency for people to overestimate their ability to control events; for example, it occurs when someone feels a sense of control over outcomes that they demonstrably do not influence. We push a button, something happens, so we think, post hoc, that we caused it. Many people argue that we actually benefit from the illusion that we are in control of something – even when, from the observer’s point of view, we’re not.

The beauty of the Subtraction Technique is that you can also replace the missing element with something from the Closed World, an invisible boundary around the problem. As reported by BBC, here are some interesting examples of Subtraction with Replacement:

“The truth is that technology has long been deceiving us. Sometimes this is ethically questionable, but in other cases the user benefits from a sense of control and reassurance that the system is working as it should. Computer scientist Eytan Adar at the University of Michigan has described a series of fascinating “benevolent deceptions” in a paper co-written with two Microsoft researchers. Take the 1960s 1ESS telephone system for instance. After dialling, a caller’s connection would sometimes fail to go through properly. Instead of a dead tone or error noise, the system would instead simply route the call to a completely different person. “The caller, thinking that she had simply misdialled, would hang up and try again: disruption decreased and the illusion of an infallible phone system preserved,” notes the paper.”

To get the most out of the Subtraction Technique, you follow five steps:

  1. List the product’s or service’s internal components.
  2. Select an essential component and imagine removing it. There are two ways: a. Full Subtraction. The entire component is removed. b. Partial Subtraction. Take one of the features or functions of the component away or diminish it in some way.
  3. Visualize the resulting concept (no matter how strange it seems).
  4. What are the potential benefits, markets, and values? Who would want this new product or service, and why would they find it valuable? If you are trying to solve a specific problem, how can it help address that particular challenge? After you’ve considered the concept “as is” (without that essential component), try replacing the function with something from the Closed World (but not with the original component). You can replace the component with either an internal or external component. What are the potential benefits, markets, and values of the revised concept?
  5. If you decide that this new product or service is valuable, then ask: Is it feasible? Can you actually create these new products? Perform these new services? Why or why not? Is there any way to refine or adapt the idea to make it more viable?

Learn how all five techniques can help you innovate – on demand.

Innovation Sighting: The Cashless ATM Machine

Published date: April 13, 2015 в 3:00 am

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Who would use a cashless ATM? It seems like a ridiculous idea, because that’s the whole point of using an ATM – getting cash.
That will all change with the RTM (Retail-Teller-Machine). It works just like an ATM. Instead of dispensing cash, the RTM prints a secure ticket that is exchanged for cash. RTMs are located inside any store and provide a full range of Banking services.
Aravinda Korala, KAL’s CEO said: “RTMs are low-cost authorization-machines that are ideal for in-branch use. The customer can take his time to browse the bank’s services, read any available targeted messages, speak to a video teller and make a final transaction selection without pressure, and then commit his choice to a secure voucher. This voucher can then be fulfilled in a few seconds, either automatically at a Teller Cash Recycler/ATM or manually at a teller.”
It’s a perfect example of the Subtraction Technique, one of five in the innovation method, Systematic Inventive Thinking (SIT). It’s also a great example of the Closed World Principle. Here’s how it works:

To get the most out of the Subtraction Technique, you follow five steps:

  1. List the product’s or service’s internal components.
  2. Select an essential component and imagine removing it. There are two ways: a. Full Subtraction. The entire component is removed. b. Partial Subtraction. Take one of the features or functions of the component away or diminish it in some way.
  3. Visualize the resulting concept (no matter how strange it seems).
  4. What are the potential benefits, markets, and values? Who would want this new product or service, and why would they find it valuable? If you are trying to solve a specific problem, how can it help address that particular challenge? After you’ve considered the concept “as is” (without that essential component), try replacing the function with something from the Closed World (but not with the original component). You can replace the component with either an internal or external component. What are the potential benefits, markets, and values of the revised concept?
  5. If you decide that this new product or service is valuable, then ask: Is it feasible? Can you actually create these new products? Perform these new services? Why or why not? Is there any way to refine or adapt the idea to make it more viable?

Learn how all five techniques can help you innovate – on demand.

Innovation Sighting: Tales of Things

One way you can use the Task Unification Technique is to make an internal component take on the function of an external component in a Closed World. In effect, the internal component “steals” the external component’s function.
Five universities in the United Kingdom got together and created a way for people to add stories to their own treasured objects. The treasured objects have the additional task of relating their stories to others. Future generations will thus have a greater understanding of a family heirloom’s past. They can even track their heirlooms after they have passed them on to the next generation. These objects will also be able to update previous owners on their progress through a live Twitter feed.
This project was dubbed Tales of Things, and includes both a software application and an online service that allow you to share and follow the “life stories” of personal objects. Tales of Things adds value to people’s lives in two ways: First, people have a way to assign more significance to their own possessions. Second, as people place more importance on the objects that are already parts of their lives, family and friends may think twice before throwing away something, and instead try to find new uses for it.
Here’s how it works. By photographing an object and attaching a QR code to the object, you enable anyone to scan it using a smart phone or other mobile device, and immediately view its history; read stories, tips, or advice about it; and attach his or her own notes, photos, video, or audio to it.
What’s the point of this? Imagine that your grandfather gives you an antique hammer that has been in the family for generations. Your great-great grandparents used it to build their home. Your great grandfather used it to hammer nails into the frame of the four-poster bed in which your parents still sleep. You treasure the object—and, even more, the fact that with it your grandfather gave you a written history of the hammer, a history that family members had been carefully preserving for more than a hundred years. Time passes. You use the hammer to build your kids a playhouse, to construct a dog kennel for your beloved golden retriever, and for other projects. Like your ancestors, you take time to write down for your children all the special stories related to the hammer. Then you give it to your son. You also hand him the historical record—by this time, almost two hundred pages long—and request that he continue the tradition. Tales of Things makes this sort of legacy not only possible but also easy.
Tales of Things uses Task Unification: taking a task (recording and passing on family stories about the hammer) that was formerly performed by an external component (ancestors) and assigning it to an internal component (the hammer itself ). In effect, the internal component steals the task from the external component.
The founders of Tales of Things have big plans for the future. They are especially interested in getting businesses hooked on the idea. They believe that companies will be able to use the service to engage customers at a deeper level than is now possible. Consumers can share with one another opinions and tips about products. Industries with vibrant secondary markets—say, automobiles or industrial equipment—can document the life cycle of a given car or table drill.
 
 
From “Inside the Box: A Proven System of Creativity for Breakthrough Results”
 
 

Contradictions: A Pathway to Creativity

Published date: March 30, 2015 в 5:49 am

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Some people regard the Spanish Civil War as a romantic war, one in which many idealistic men and women were prepared to sacrifice their lives for what they perceived as the social good. But as Hector, Prince of Troy, said, “There is nothing poetic in death.” In less than three years (from July 17, 1936, to April 1, 1939), an estimated five hundred thou- sand people lost their lives. In addition to the actual combatants, tens of thousands of civilians were killed for their political or religious views. Even after the war, the victorious Fascists persecuted sympathizers of the vanquished Republican regime, driving up the death toll further still.
This bloody war is often called “the first media war” due to the fact that so many writers and journalists—many of them foreigners— observed and wrote about it firsthand. Some even participated actively in fighting alongside the anti-Fascist forces, including, most famously, Ernest Hemingway, Georges Bernanos, George Orwell, and Arthur Koestler. For this reason, we know many more details about this war than about earlier wars. One story in particular is striking because of what it teaches us about people’s resourcefulness when faced with a seemingly unsolvable challenge.
At one stage during the war, the Fascists took control of southern Spain, driving the Republicans into the hills outside a town called Oviedo. A group of two thousand Republicans, consisting of both civilians and civil guards led by Captain Santiago Cortés González, re- treated to the monastery of Santa Maria de la Cabeza, located on a hill overlooking Andujar, a small town near Córdoba.
The Fascists were led by a “tough and murderous” officer who was notorious for taking no prisoners. As the enemy troops closed in upon him, Cortés González knew better than to surrender. Instead, he fortified the monastery, ed his people into it, and prepared to fight to the death. The Republican forces endured a long, hard siege that lasted for months. Initially food, ammunition, and medicine were parachuted into the monastery by airplane. But soon this supply lifeline was threatened by a shortage of parachutes. Imagine this situation: You’re surrounded by enemy forces, with no way out and no way in. The only method of landing necessary supplies is by air. Yet you have no para- chutes. What do you do?
We have no documentation on whose flash of inspiration led to the unconventional solution. But we do know that at a certain stage, the pilots flying the supply planes began attaching supplies to live turkeys. That’s right: turkeys. The birds flapped their wings as they fell, slowing their descent and assuring safe delivery of the supplies—as well as fresh turkey meat—to the men under siege.
This story had a happy ending, as war stories go. Colonel Carlos García Vallejo raised twenty thousand Republican troops who marched upon Andujar and successfully crushed the Fascists, ending the siege. Although Cortés González himself died of wounds inflicted during the battle, today he is regarded as one of Spain’s most celebrated heroes.
War stories are a tragic and dark legacy of our ancestors’ past follies. But they also provide rich material for understanding human resourcefulness—especially resourcefulness under highly stressed and constrained situations. We can analyze the structure of these creative ideas while still praying that one day our knowledge of war will be confined to history books. In the example above, the solution came from inside the Closed World. Task Unification was used in a clever and unexpected way. The turkeys’ primary task was to be consumed. But their additional task was to flap their wings carrying medicine and supplies to the ground softly.
A contradiction exists when a particular situation contains features or ideas that are connected yet directly opposed to one another. When we call something (or someone) inconsistent, we typically mean that a contradiction exists. In the case of the Spanish Civil War, the contra- diction was the conflict between parachuting more supplies (needed by the troops) and the requirement to use fewer parachutes (because of the shortage).
Our typical reaction to a contradiction is, understandably, confusion or dismay. We become perplexed, anxious. We usually feel that it is impossible to get around the contradiction because it signals a dead end. And because this reaction to contradictions is so intense, we have a strong desire to avoid them, to purge our lives of them. After all, a contradiction is an acute signal that something is completely wrong.
Paradoxically (here’s a contradiction for you!) spotting a contradiction within a Closed World is a very exciting moment, because it fuels enormous creativity: contradiction is a blessing. It is a pathway to creativity.
One of the goals of our book is to help you swiftly transform your negative reaction to contradictions to one of delight. You’ll learn how to identify contradictions and why you should always consider yourself lucky when you discover one. As you’ll see, behind every contradiction is an untrodden path that leads directly to options and opportunities that may not have been considered.
 
From “Inside the Box: A Proven System of Creativity for Breakthrough Results

Innovation Training: The Leadership Elixer

Training programs, by design, are meant to provoke and cause changes. Changes can be in the skills, attitudes, behaviors, or knowledge of the participants. For leadership training programs, the ability to “think differently” seems to be at the top of many companies’ list of priorities.
So how do you think differently and creatively? By using cognitive thinking tools that re-pattern how you see situations and potential opportunities. It is the Holy Grail, the magic elixir that can transform a talented leader into a great one.
The good news is that humans follow patterns in many domains including creativity. Research by Dr. Jacob Goldenberg suggests that or thousands of years, inventors have embedded five simple patterns into their inventions, usually without knowing it. These patterns are the “DNA” of products that can be extracted and applied to any product or service to create new-to-the-world innovations.
The five patterns are:

  • Subtraction: Innovative products and services tend to have had something removed, usually something that was previously thought to be essential to use the product or service. The original Sony Walkman had the recording function subtracted, defying all logic to the idea of a “recorder.” Even Sony’s chairman and inventor of the Walkman, Akio Morita, was surprised by the market’s enthusiastic response.
  • Task Unification: Innovative products and services tend to have had certain tasks brought together and “unified” within one component of the product or service, usually a component that was previously thought to be unrelated to that task. Crowdsourcing, for example, leverages large groups of people by tasking them to generate insights or tasks, sometimes without even realizing it.
  • Multiplication: Innovative products and services tend to have had a component copied but changed in some way, usually in a way that initially seemed unnecessary or redundant. Many innovations in cameras, including the basis of photography itself, are based on copying a component and then changing it. For example, a double flash when snapping a photo reduces the likelihood of “red-eye.”
  • Division: Innovative products and services tend to have had a component divided out of the product or service and placed back somewhere into the usage situation, usually in a way that initially seemed unproductive or unworkable. Dividing out the function of a refrigerator drawer and placing it somewhere else in the kitchen creates a cooling drawer.
  • Attribute Dependency: Innovative products and services tend to have had two attributes correlated with each other, usually attributes that previously seemed unrelated. As one attribute changes, another changes. Transition sunglasses, for example, get darker as the outside light gets brighter.

Using these patterns correctly relies on two key ideas. The first idea is that you have to re-train the way your brain thinks about problem solving. Most people think the way to innovate is by starting with a well-defined problem and then thinking of solutions. In our method, it is just the opposite. We start with an abstract, conceptual solution and then work back to the problem that it solves. Therefore, we have to learn how to reverse the usual way our brain works in innovation.
This process is called “Function Follows Form,” first reported in 1992 by psychologist Ronald Finke. He recognized that there are two directions of thinking: from the problem-to-the-solution and from the solution-to-the-problem. Finke discovered people are actually better at searching for benefits for given configurations (starting with a solution) than at finding the best configuration for a given benefit (starting with the problem).
The second key idea to using patterns is the starting point. It is an idea called The Closed World. We tend to be most surprised with those ideas “right under noses,” that are connected in some way to our current reality or view of the world. This is counterintuitive because most people think you need to get way outside their current domain to be innovative. Methods like brainstorming and SCAMPER use random stimulus to push you “outside the box” for new and inventive ideas. Just the opposite is true. The most surprising ideas (“Gee, I never would have thought of that!”) are right nearby.
We have a nickname for The Closed World…we call it Inside the Box.

Marketing Innovation: The Unification Technique in Outdoor Advertising

Published date: March 16, 2015 в 3:00 am

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The Unification Tool is a tricky but effective tool for outdoor advertising. Unification recruits an existing resource and forces it to carry the advertising message. That resource can come from within the medium itself or within the environment of the medium. In other words, the tool uses an existing component of the medium or of its environment in a way that demonstrates the problem or the promise to be delivered.
The tool is one of eight patterns embedded in most innovative commercials. Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, “Cracking the Ad Code,” and provide a step-by-step approach to using them. The tools are:
1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Absurd Alternative
7. Inversion
8. Extreme Effort
There are two ways to use Unification. First, take the medium (television, billboard, radio, and so on) and manipulate it so that some feature or aspect of the medium carries the message in a unique way. The second approach works in the other direction – start with the message, then look at the components in the consumer’s environment and recruit one to carry the message in a clever way.
Here are some great examples (via ScoopWhoop):
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Images sourced from Design Burp and Creative Guerrilla Marketing
 

Daylight Savings Time: Innovation Past Its Prime

Published date: March 9, 2015 в 3:00 am

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Daylight savings time is a great example of the Division Technique, one of five in the innovation method called SIT, short for Systematic Inventive Thinking. Division works by taking a component of a product or the product itself, then dividing it physically or functionally and rearranging it back into the system.
Daylight savings time is the result of taking the standard day, dividing it and shifting it to “appear” an hour off from standard time. It’s a great idea except for one problem – the benefit of this innovation is no longer realized. Daylight savings served a purpose early in its history, but is obsolete today. Here is a nice summary of the issues from Atlantic magazine:

As most people no doubt noticed given that they were robbed of an hour of sleep, Sunday marked the beginning of Daylight Saving Time in the United States, Canada, and several other countries and territories in North America. For morning people, Daylight Saving is a drag, depriving them of an hour of tranquil morning light. But for others, “spring forward” brings with it the promise of long, languid afternoons and warmer weather.
Like millions of other Americans who have slogged through an uncomfortably cold winter, I’m looking forward to the change of season. But Daylight Saving Time is an annual tradition whose time has passed. In contemporary society, it’s not only unnecessary: It’s also wasteful, cruel, and dangerous. And it’s long past time to bid it goodbye.
But does Daylight Saving Time actually make much of a difference? Evidence suggests that the answer is no. After the Australian government extended Daylight Saving Time by two months in 2000 in order to accommodate the Sydney Olympic Games, a study at UC Berkeley showed that the move failed to reduce electricity demand at all. More recently, a study of homes in Indiana—a state that adopted Daylight Saving Time only in 2006—showed that the savings from electricity use were negated, and then some, by additional use of air conditioning and heat.
The simple act of adjusting to the time change, however subtle, also has measurable consequences. Many people feel the effects of the “spring forward” for longer than a day; a study showed that Americans lose around 40 minutes of sleep on the Sunday night after the shift. This means more than just additional yawns on Monday: the resulting loss in productivity costs the economy an estimated $434 million a year.

To get the most out of the Division technique, you follow five basic steps:
1. List the product’s or service’s internal components.
2. Divide the product or service in one of three ways:
Functional (take a component and rearrange its location or when it appears).
Physical (cut the product or one of its components along any physical line and rearrange it).
Preserving (divide the product or service into smaller pieces, where each piece still possesses all the characteristics of the whole).
3. Visualize the new (or changed) product or service.
4. What are the potential benefits, markets, and values? Who would want this, and why would they find it valuable? If you are trying to solve a specific problem, how can it help address that particular challenge?
5. If you decide you have a new product or service that is indeed valuable, then ask: Is it feasible? Can you actually create this new product or perform this new service? Why or why not? Can you refine or adapt the idea to make it more viable?

The 4 Lenses of Innovation

Published date: March 2, 2015 в 3:00 am

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I want to be among the first to congratulate Rowan Gibson for his newest book, The 4 Lenses of Innovation, launching today. Here is a brief description (from Amazon):
Ever wondered where big, breakthrough ideas come from? How do innovators manage to spot the opportunities for industry revolution that everyone else seems to miss?
Contrary to popular belief, innovation is not some mystical art that’s forbidden to mere mortals. The Four Lenses of Innovation thoroughly debunks this pervasive myth by delivering what we’ve long been hoping for: the news that innovation is systematic, it’s methodical, and we can all achieve it.
By asking how the world’s top innovators—Steve Jobs, Richard Branson, Jeff Bezos, and many others—came up with their game-changing ideas, bestselling author Rowan Gibson identifies four key business perspectives that will enable you to discover groundbreaking opportunities for innovation and growth:

  • Challenging Orthodoxies—What if the dominant conventions in your field, market, or industry are outdated, unnecessary, or just plain wrong?
  • Harnessing Trends—Where are the shifts and discontinuities that will, now and in the future, provide the energy you need for a major leap forward?
  • Leveraging Resources—How can you arrange existing skills and assets into new combinations that add up to more than the sum of their parts?
  • Understanding Needs—What are the unmet needs and frustrations that everyone else is simply ignoring?

Other books promise the keys to innovation—this one delivers them. With a unique full-color design, thought-provoking examples, and features like the 8-Step Model for Building a Breakthrough, The Four Lenses of Innovation will teach you how to reverse-engineer creative genius and make radical business innovation an everyday reality inside your organization.

“Rowan Gibson has done a superb job of ‘unpacking’ what it takes to innovate.”
—Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University
“Can you develop an innovative mind? Yes, you can. And this book is the manual.”
—John and Doris Naisbitt, authors of China’s Megatrends and The Global Game Change
“An excellent piece of work for practitioners and organizations who seek to have innovation as part of their DNA.”
—Camille Mirshokrai, Managing Director of Leadership Development, and Partner at Accenture
“Rowan Gibson’s The Four Lenses of Innovation will inspire you to think big, look afresh at the challenges you face, and take bold action to change the world.”
—Robert B. Tucker, author of Driving Growth Through Innovation

ROWAN GIBSON is widely recognized around the globe as a thought leader on business innovation. Labeled by the media as “the Innovation Grandmaster,” Gibson provides some of the world’s most successful organizations with services and tools to help them deepen their innovation capabilities. He is also the cofounder of InnovationExcellence.com, which is now the most popular innovation website on the Internet.

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