Getting to Innovation: How Asking the Right Questions Generates the Great Ideas Your Company Needs
by Arthur B. VanGundy
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Book Summary Information
Author: Arthur B. VanGundyEdition: Hardcover
Audio: English (Original Language); English (Unknown); English (Published)
Published: 2007-07-16
ISBN: 0814408982
Number of pages: 288
Publisher: AMACOM
Book Reviews of Getting to Innovation: How Asking the Right Questions Generates the Great Ideas Your Company Needs
Book Review: Vital Issue
Summary: 5 Stars
The whole issue of "framing", as the author calls it, is a really important one for creatives like myself (communication and graphic design). How often do we end up working on projects where we're supposed to develop ideas that are half-baked, because the client just doesn't have enough clarity on the issue or opportunity being addressed and understanding of how it relates to the environment in which they are operating? As I mature in my profession I spend more and more time gently guiding clients toward this pre-innovation work; I simply won't accept jobs where this work hasn't been done because without it, no matter how well I do my job, the result will not be effective.
Creativity and innovation don't happen in a vaccuum. There are always other players and other issues impinging on the work we do. It's really important to get, and to analyze, that information up front. Vangundy has focussed in on THE key issue.
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