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The Four Lenses of Innovation

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Table of Contents

viii Preface xi Acknowledgments xii Introduction 1 Part One: The Mind of the Innovator 2 The Elusive Source of Creative Genius 12 Challenging Orthodoxies 15 Harnessing Trends 20 Leveraging Resources 30 Understanding Needs 40 The Four Lenses of Innovation 46 Time for an Innovation Renaissance 58 Lessons to Take Away 61 Part Two: The Power of Patterns 62 Seeing Things from a Fresh Perspective 66 What's Wrong with Our Brains? 68 The Pattern-Recognition Principle 70 Why We Stop Noticing 72 The Pattern of the Crowd 74 Resistance to Change 78 Patterns and Innovation 80 Sharpening Our Perceptive Powers 84 A Power Tool for Creative Thinking 86 Lessons to Take Away 89 Part Three: Looking Through the Four Lenses 92 "Here's to the Crazy Ones" 96 What Exactly Is an Orthodoxy? 102 Meet the Challengers 105 On a Path of Disruption 111 Innovation Means Shifting Assumptions 114 Ready to Rethink Everything? 117 Lessons to Take Away 118 Seeing the Future in the Present 120 A Global "Change Bomb" 122 The Race for Tomorrow 126 Learning to Ride the Waves 130 Meet the Trend Surfers 137 The Man from the Future 142 Fast-Forward Companies 144 It's Happening Now! 147 The Next Big Thing for Your Business 151 Lessons to Take Away 152 Repurpose, Redeploy, & Recombine 155 How Would You Define Google? 159 Leveraging Resources in New Ways 160 Extending the Boundaries of the Business 163 Stretching into New Spaces 166 Unlimited Potential for Growth 168 Exploiting Underutilized Assets 170 What Else Could We Do with This? 174 Leveraging Resources from Others 177 Lessons to Take Away 178 Innovating from the Customer Backward 182 Do Customers Really Know What They Want? 185 What's Wrong with It? 189 Understanding Particular Customer Groups 191 Innovating for Local Needs and Tastes 194 Matching What Is Possible with What Is Needed 201 Lessons to Take Away 203 Part Four: How Big Ideas Are Built 204 The Archimedes Principle 208 Rethinking the Universe 214 8 Steps to Building a Breakthrough 216 Inventing the 20th Century 224 Unpacking the Creative Process 230 "Say Good Bye to the Bag" 232 Different Routes to Big Ideas 235 Lessons to Take Away 236 What Exactly Is an Insight? 242 Do Insights Come from Breakthrough Thinking? Or Does Breakthrough Thinking Come from Insights? 244 A Practical Definition of Insights 246 Understanding Ideation 248 Stepping Stones for Creative Thinking 250 Improving Your Capacity for Radical Innovation 252 How Powerful Are Your Insights? 254 Working with the Four Lenses 259 Lessons to Take Away 260 Notes 269 Image Credits 272 Index 284 About the Author

About the Author

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, which is now the most popular innovation website on the Internet.

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