A Better Approach to Breakthrough Ideas
Publication Date: March 2011
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Change the way you think about new ideas by steering your creativity in new and more productive directions.
Ideas. Whether the goal is to create a billion-dollar business, fix a broken process, reduce expenses, or simply find the perfect gift for that special someone, we all need a steady stream of breakthrough ideasand we've all learned from experience that traditional brainstorming doesn't generate them.
Former McKinsey consultants Kevin P. Coyne and Shawn T. Coyne have spent more than a decade developing a better approachBrainsteeringthat takes brainstorming and other outdated ideation techniques and "steers" them in a more productive direction by better reflecting the way human beings actually think and work in creative problem-solving situations. By introducing just the right amount of structure into the process, and asking just the right questions, Brainsteering has helped Fortune 500 companies, small not-for-profits, and individuals alike generate ideas they previously could never have imagined.
Peppered with thought-provoking and entertaining examples drawn from the workplace and popular culture, Brainsteering can help anyone develop breakthrough ideas, whether working alone on a one-time problem or turning an entire organization into an ongoing "idea factory." And getting started is easy: simply ask the right questions, and good ideas will follow.
Kevin P. Coyne is a senior teaching professor at the Goizueta Business School at Emory University and a former senior partner and leader of the worldwide strategy practice at McKinsey & Company.
Shawn T. Coyne is a management consultant with twenty-five years of experience in strategy, marketing, and organizational leadership at Procter & Gamble, McKinsey & Company, and other leading firms.
Kevin and Shawn are the managing directors of The Coyne Partnership, a boutique consulting firm serving senior executives and boards of directors in both the private and public sectors. Their articles have appeared in the Harvard Business Review, McKinsey Quarterly, Sloan Management Review, and on BusinessWeek.com, and they have been featured throughout the media, including the Wall Street Journal, New York Times, BusinessWeek, CNBC, NPR, and Fox Business News.
“[The Coynes’] logical thinking exercises will help readers to maximize their ideation skills, both by systematically exploring every possible nook and cranny of an issue to find new ideas, and by systematically evaluating and honing the results.”
“The authors pepper their narrative with [...] idea-sparkers, with an appendix that is worth the cover price… [I]f the book evokes a few creative ideas, it will have done good service.”