Welcome to the transformative world of innovation with Creative Strategy: A Guide for Innovation, authored by the renowned William Duggan and published by Columbia University Press. This essential guide is designed for individuals, teams, and organizations aiming to harness the power of innovative thinking in their respective fields. Duggan’s approach is both practical and insightful, providing a systematic method for generating creative ideas that can lead to successful innovations.

In his previous work, Strategic Intuition, Duggan explored how innovation occurs by aligning it with modern neuroscience. Now, with Creative Strategy, he takes it a step further, offering a clear, actionable framework that demystifies the creative process. The book addresses a crucial question: how does innovation truly happen? Unlike traditional methods that often leave individuals in the dark about the next steps, Duggan presents a structured, three-step approach that mirrors the natural processes of the human brain.

Duggan emphasizes the importance of the second step—conducting a ‘what-works scan.’ This process involves exploring successful innovations from different industries and regions, allowing you to draw inspiration from a broad spectrum of ideas. By examining real-world cases, such as the innovations of Netflix, Google, Edison, and Henry Ford, readers can see how this method has been applied successfully across various contexts.

Moreover, Creative Strategy encourages you to integrate these innovative techniques with existing methods you may already employ, such as Porter’s Five Forces or Design Thinking. This integration not only enriches your strategic toolkit but also enhances your ability to innovate effectively.

The insights provided in this book are invaluable for anyone looking to foster creativity within their organization. Whether you are an entrepreneur, a corporate leader, or a team member, Creative Strategy equips you with the necessary tools to break down barriers and unlock your creative potential. It simplifies the complex process of innovation, making it accessible and actionable.

In conclusion, Creative Strategy: A Guide for Innovation is more than just a book; it is a roadmap to creative success. By following Duggan’s clear guidance, you can transform the way you approach problems and discover innovative solutions that drive progress and achievement in your personal and professional life.