The value of "yes and" for market research: The role of improv in the emerging new world of innovation practice
Lee RyanRaspberry Innovation Research & Strategy, Australia
PRELUDE
"If you put a musician in a place where he has to do something different from what he does all the time, then he can do that – but he's got to think differently in order to do it. He has to use his imagination, be more creative, more innovative; he's got to take more risks … I've always told the musicians in my band to play what they know and...