The Case For In-the-box Innovation

This paper describes a groundbreaking international case study proving that a much larger number of relevant, actionable, and original new product ideas can be generated by using creativity techniques that encourage “in-the-box” thinking as opposed to the “out-of-the-box” creativity techniques more typically used.

The Case for In-the-Box Innovation

Leyla NamiranianDirector of International Research, Decision Analyst, United States

Gwen IshmaelInnovation Services, Decision Analyst, United States

In the last several years, innovation has moved to the top of the worldwide...

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