Thinking in New Boxes: A New Paradigm for Business Creativity
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Luc De Brabandere. (2013). Thinking in New Boxes: A New Paradigm for Business Creativity. Random House Publishing Group.

Luc De Brabandere. 2013. Thinking in New Boxes: A New Paradigm for Business Creativity. Random House Publishing Group.

Luc De Brabandere, Thinking in New Boxes: A New Paradigm for Business Creativity. Random House Publishing Group, 2013.

Luc De Brabandere. Thinking in New Boxes: A New Paradigm for Business Creativity. Random House Publishing Group, 2013.

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1. • role: Author
   • fileAs: De Brabandere, Luc
   • bioText: Luc de Brabandere is a fellow and a senior advisor in the Paris office of The Boston Consulting Group. He leads strategic seminars with boards, senior executives, and managers from a wide range of companies looking to develop new visions, new products and services, and long-term scenarios to prepare for the future. He is the author or co-author of nine books, including The Forgotten Half of Change: Achieving Greater Creativity Through Changes in Perception, and a regular columnist for various newspapers in France and Belgium. Prior to joining BCG, he was the general manager of the Brussels Stock Exchange.
      
     Alan Iny is the senior specialist for creativity and scenarios at The Boston Consulting Group. He has trained thousands of executives and BCG consultants, runs a wide range of workshops across industries, and speaks around the world about coming up with product, service, and other ideas, developing a new strategic vision, and thinking creatively about the future. Before joining BCG in 2003, he earned an MBA from Columbia Business School and an honors BSc from McGill University in mathematics and management. Iny lives in New York with his wife and daughter.
   • name: Luc De Brabandere
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title

Thinking in New Boxes

fullDescription

When BIC, manufacturer of disposable ballpoint pens, wanted to grow, it looked for an idea beyond introducing new sizes and ink colors. Someone suggested lighters.
 
LIGHTERS?
 
With an idea that seemed crazy at first, that bright executive, instead of seeing BIC as a pen company—a business in the PEN “box”—figured out that there was growth to be found in the DISPOSABLE “box.” And he was right. Now there are disposable BIC lighters, razors, even phones. The company opened its door to a host of opportunities.
 
IT INVENTED A NEW BOX.
 
Your business can, too. And simply thinking “out of the box” is not the answer. True ingenuity needs structure, hard analysis, and bold brainstorming. It needs to start
 
THINKING IN NEW BOXES
 
—a revolutionary process for sustainable creativity from two strategic innovation experts from The Boston Consulting Group (BCG).
 
To make sense of the world, we all rely on assumptions, on models—on what Luc de Brabandere and Alan Iny call “boxes.” If we are unaware of our boxes, they can blind us to risks and opportunities.
 
This innovative book challenges everything you thought you knew about business creativity by breaking creativity down into five steps:
 
• Doubt everything. Challenge your current perspectives.
• Probe the possible. Explore options around you.
• Diverge. Generate many new and exciting ideas, even if they seem absurd.
• Converge. Evaluate and select the ideas that will drive breakthrough results.
• Reevaluate. Relentlessly. No idea is a good idea forever. And did we mention Reevaluate? Relentlessly.
 
Creativity is paramount if you are to thrive in a time of accelerating change. Replete with practical and potent creativity tools, and featuring fascinating case studies from BIC to Ford to Trader Joe’s, Thinking in New Boxes will help you and your company overcome missed opportunities and stay ahead of the curve.
 
This book isn’t a simpleminded checklist. This is Thinking in New Boxes.
 
And it will be fun. (We promise.)
 
Praise for Thinking in New Boxes
 
“Excellent . . . While focusing on business creativity, the principles in this book apply anywhere change is needed and will be of interest to anyone seeking to reinvent herself.”—Blogcritics
“Thinking in New Boxes is a five-step guide that leverages the authors’ deep understanding of human nature to enable readers to overcome their limitations and both imagine and create their own futures. This book is a must-read for people living and working in today’s competitive environment.”—Ray O. Johnson, Ph.D., chief technology officer, Lockheed Martin
 
“Thinking In New Boxes discusses what I believe to be one of the fundamental shifts all companies/brands need to be thinking about: how to think creatively, in order to innovate and differentiate our brands. We need to thrive and lead in a world of accelerating change and this book challenges us to even greater creativity in our thinking. One of the best business books I’ve read in a long time.”—Jennifer Fox, CEO, Fairmont Hotels & Resorts
 
“As impressive as teaching new tricks to old dogs, Thinking in New Boxes is both inspirational and practical—a...

reviews

1. • premium: False
   • source: Ray O. Johnson, Ph.D., chief technology officer, Lockheed Martin
   • content: "Thinking in New Boxes is a five-step guide that leverages the authors' deep understanding of human nature to enable readers to overcome their limitations and both imagine and create their own futures. This book is a must-read for people living and working in today's competitive environment."
2. • premium: False
   • source: Jennifer Fox, CEO, Fairmont Hotels & Resorts
   • content: "Thinking In New Boxes discusses what I believe to be one of the fundamental shifts all companies/brands need to be thinking about: how to think creatively, in order to innovate and differentiate our brands. We need to thrive and lead in a world of accelerating change and this book challenges us to even greater creativity in our thinking. One of the best business books I've read in a long time."
3. • premium: False
   • source: Peter Gelb, general manager, Metropolitan Opera
   • content: "As impressive as teaching new tricks to old dogs, Thinking in New Boxes is both inspirational and practical--a comprehensive, step-by-step guide to sharpening one's wits in order to harness creativity in the workplace."
4. • premium: False
   • source: Booklist
   • content: "An imaginative, proactive, and creative approach to problem solving that prospects for new ideas rather than trying to predict the future."
5. • premium: False
   • source: Keith Sawyer, Ph.D., Author of Zig Zag: The Surprising Path to Greater Creativity
   • content: "Psychology has shown us that there's no such thing as 'thinking outside the box.' The mind always thinks in boxes, big and small, and the key to creativity is finding and creating the right boxes to think with. This practical book draws out the implications of this research, and it is a joy to read. I loved the many real-world examples, drawn from the authors' many years of consulting for BCG."
6. • premium: False
   • source: Jim Andrew, Chief Strategy and Innovation Officer, Chairman Sustainability Board, EVP and Member of the Executive Committee, Royal Philips
   • content: "Brilliantly original and relentlessly practical, Thinking in New Boxes brings a truly fresh approach to the eternal question of how do I get more--and better--ideas. It not only challenges the readers to 'think differently,' but also shows them how. It is that rare business book actually worth reading cover to cover."
7. • premium: False
   • source: Dr. Mehmood Khan, chief scientific officer, PepsiCo
   • content: "The pinnacle resource for any business or organization, Thinking in New Boxes is a straightforward roadmap on mastering the art of futurist leadership and understanding the intersections between creativity, innovation and re-invention. A well thought out approach and a hands-down, must read for anyone tirelessly in pursuit of achieving success in an ever evolving and rapidly changing global business ecosystem."
8. • premium: False
   • source: Blogcritics
   • content: "Excellent . . . While focusing on business creativity, the principles in this book apply anywhere change is needed and will be of interest to anyone seeking to reinvent herself."
9. • premium: True
   • source:
   • content:

     Starred review from June 24, 2013
     Categorizing information is part of human nature, but in today’s rapidly evolving business climate, “pre-wired ways of thinking” can threaten an enterprise’s very survival. Boston Consulting Group executives Brabandare (The Forgotten Half of Change) and Iny suggest that thinking “outside the box” defies our natural tendencies and suggest that leaders, instead, should think “in the box,” but with a new mindset. In this entertaining and transformative work, the authors provide a framework and structure for creative thinking that even traditionalists can embrace. Through five steps—doubt everything, probe the possible, diverge, converge, and reevaluate relentlessly—they propose a sustainable creative process that will serve an organization in the long-term. Using examples from their research, consulting projects, and from major companies, the concepts come to life. Readers see how Generali Insurance, a 200-year-old Italian firm, used off-sites, interactive exercises, and brainteasers to create an Internet strategy, and how Netflix used reevaluation to reenvision and reinvigorate its business model. The book is both academically rigorous and highly accessible, with call-out graphics, charts, and optical illusions adding visual interest and illustrating concepts. Informative and practical, this is a must-read for anyone in a leadership position who dares to look at the world in new ways. Agent: Todd Shuster, Zachary Shuster Harmsworth.

10. • premium: True
    • source:
    • content:

      July 1, 2013
      Boston Consulting Group advisers de Brabandere (The Forgotten Half of Change: Achieving Greater Creativity Through Changes in Perception, 2005, etc.) and Iny showcase their company's approach to helping organizations develop that next big transforming idea. The authors use the idea of boxes as the frame for their presentation--not the trope of thinking outside one but rather, how to organize the process to make new ones. The boxes are mental models that they contend people use to make sense of themselves and their world. The "new boxes" represent the idea of creating ways of thinking about oneself, one's organization and the world. The authors discuss a five-step process for bringing about transformation: doubt everything, probe the limits of possibility, encourage expression of different points of view, choose the options that seem to have the most potential for success, and re-evaluate relentlessly. They buttress their presentation with thought games and exercises and examples from the Boston Consulting Group's inventory of organizational techniques, which they have used with clients from around the world (e.g., the French postal service and glass manufacturer AGC Glass Europe). The authors focus on the case of the Bic company, which transformed itself from a one-box company--the maker of low-cost disposable plastic pens--into one that would be a "designer and maker of all manner of disposable, non-expensive plastic items"--e.g., cigarette lighters and razors. An array of brain-teasing games and ice-breaking-type techniques, which they call "warm ups" and "mini-world explorations," flesh out the approach. The authors provide some intriguing nuggets for thought, but the lack of discussion about the usual parameters of business success, like increasing sales, revenues, productivity and profit, is glaring.

      COPYRIGHT(2013) Kirkus Reviews, ALL RIGHTS RESERVED.

11. • premium: True
    • source:
    • content:

      July 1, 2013
      When trying to come up with creative business solutions, the phrase think outside the box has become such a clich' that it has lost any impact it might have had. Just what are these boxes and how do you think outside them? It's nearly impossible because our minds instinctively like to categorize and compartmentalize the world around us. Rather than thinking outside the box, the authors propose novel ways of thought organization that allows us to think in new boxes by questioning and modifying the ways we typically approach a problem. They do this with a series of brain teasers and exercises designed to put into practice their five-step approach: (1) Doubt everything you think you know, (2) probe for new possibilities, (3) diverge, (4) converge, and (5) reevaluate endlessly. It's an imaginative, proactive, and creative approach to problem solving that prospects for new ideas rather than trying to predict the future. De Brabandere and Iny are advisors of The Boston Group, a worldwide consulting firm ranked third behind Bain & Company and McKinsey & Company by vault.com.(Reprinted with permission of Booklist, copyright 2013, American Library Association.)

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When BIC, manufacturer of disposable ballpoint pens, wanted to grow, it looked for an idea beyond introducing new sizes and ink colors. Someone suggested lighters.
 
LIGHTERS?
 
With an idea that seemed crazy at first, that bright executive, instead of seeing BIC as a pen company—a business in the PEN “box”—figured out that there was growth to be found in the DISPOSABLE “box.” And he was right. Now there are disposable BIC lighters, razors, even phones. The company opened its door to a host of opportunities.
 
IT INVENTED A NEW BOX.
 
Your business can, too. And simply thinking “out of the box” is not the answer. True ingenuity needs structure, hard analysis, and bold brainstorming. It needs to start
 
THINKING IN NEW BOXES
 
—a revolutionary process for sustainable creativity from two strategic innovation...

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   • description: Self-Help / Creativity