Thinking in New Boxes
A New Paradigm for Business Creativity
Luc de Brabandere and Alan Iny
“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.”
“Thinking in New Boxes: A New Paradigm for Business Creativity” is a must-read for small business owners and entrepreneurs searching for fresh ideas and the next big leap in their ventures. This book serves as an invaluable resource for those eager to unlock their creative potential and break free from conventional thinking.
One of the book’s standout features is its collection of examples and engaging exercises that explain the framework it introduces. The author uses practical examples of the concepts, making it easy to grasp each step of the process. I also enjoyed the fictional video game company that you follow through the creative process.
I found that this book provides insights on innovative thinking, making you want to challenge the status quo. It reminds us that just because something has always been done a certain way, it doesn’t mean it’s the right way, the best way, or the only way. This shift in perspective is vital for entrepreneurs and business owners looking to evolve and adapt in today’s ever changing market.
I noticed that the book was somewhat lengthy, featuring occasional repetition and unnecessary details. Trimming down the content in a more concise and impactful manner without compromising the core message would have been better.
Overall, I believe this book is an essential read for business owners seeking to ignite their creative thinking and explore uncharted territories. Despite its length, the book offers valuable insights, practical exercises, and a narrative that benefits anyone looking to innovate in the business world. 4 stars.
