{"title":"Drew Boyd","description":"\u003cp\u003eDrew Boyd tem mais de trinta anos de experiência no mercado. Ele se aposentou da Johnson \u0026amp; Johnson em 2010, após desempenhar funções nas áreas de marketing, fusões e aquisições e desenvolvimento internacional. Também fundou e dirigiu o aclamado programa Marketing Mastery, da J\u0026amp;J, uma “universidade de marketing” interna. Hoje, treina, oferece consultoria e faz palestras nas áreas de inovação, persuasão e mídias sociais. Atua, ainda, como professor assistente de marketing e inovação na Universidade de Cincinnati.\u003c\/p\u003e\r\n\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\r\n\u003cp\u003eJacob Goldenberg é professor de marketing na Universidade Hebraica de Jerusalém e professor visitante na Universidade de Columbia. Estuda criatividade, desenvolvimento de novos produtos, inovação, complexidade do mercado e os efeitos das redes sociais. Sua pesquisa foi divulgada em vários jornais, como \u003cem\u003eThe Wall Street Journal\u003c\/em\u003e, \u003cem\u003eThe New York Times\u003c\/em\u003e e \u003cem\u003eThe Boston Globe\u003c\/em\u003e, e em importantes publicações acadêmicas, tais como \u003cem\u003eJournal of Marketing Research\u003c\/em\u003e,\u003cem\u003e Marketing Science\u003c\/em\u003e,\u003cem\u003e Management Science\u003c\/em\u003e,\u003cem\u003e Journal of Marketing\u003c\/em\u003e,\u003cem\u003e Nature Physics \u003c\/em\u003ee \u003cem\u003eScience\u003c\/em\u003e.\u003c\/p\u003e","products":[{"product_id":"dentro-da-caixa","title":"Inside the box","description":"\u003cp\u003e \u003cstrong\u003eUse creativity systematically and achieve innovative results.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003e\u003c\/p\u003e\n\n\u003cp\u003e Contrary to what business wisdom commonly asserts—that to forge original and powerful solutions to problems, we must think outside the box—Drew Boyd and Jacob Goldenberg show, based on their experience in the corporate and academic worlds, that this isn't necessarily the best solution. Although it may seem counterintuitive, innovation and creativity are the result of working with what's familiar (yes, inside the box), using a series of models that channel the creative process in ways that make us more—not less—creative.\u003c\/p\u003e\n\n \u003cp\u003eThe authors use techniques based on a surprising set of common patterns shared by all innovative solutions. These form the basis of the Systematic Inventive Thinking (SIT) method, now used by hundreds of companies worldwide, including industry leaders such as Johnson \u0026amp; Johnson, GE, Procter \u0026amp; Gamble, SAP, and Philips.\u003c\/p\u003e\n\n\u003cp\u003e The five SIT techniques for innovation include:\u003c\/p\u003e\n\n\u003cul\u003e\n\n\u003cli\u003e Subtraction (removing a component from the product or process and understanding what is left).\u003c\/li\u003e\n\n\u003cli\u003e Division (dividing an element into several parts to understand how it works).\u003c\/li\u003e\n\n\u003cli\u003e Multiplication (modifying components from their copy).\u003c\/li\u003e\n\n\u003cli\u003e Task unification (limiting or restricting the possible options for solving an issue).\u003c\/li\u003e\n\n\u003cli\u003e Attribute dependency (combining attributes that previously seemed unrelated).\u003c\/li\u003e\n\n\n\u003c\/ul\u003e\n\n\u003cp\u003e\u003c\/p\u003e\n\n \u003cp\u003eMany other books discuss how to make creativity a part of corporate culture, but none of them use the innovative and unconventional approach of Systematic Inventive Thinking. With \"inside the box\" thinking, companies and organizations of any size can solve problems creatively and reinvent themselves systematically and continuously.\u003c\/p\u003e\n\n\u003cp\u003e You don't need to wait for a crisis to think of creative solutions: \u003cem\u003eInside the Box\u003c\/em\u003e is a practical guide to help you start innovating right now.\u003c\/p\u003e","brand":"Totvsrj-record-dc","offers":[{"title":"Default Title","offer_id":47176267858172,"sku":"9788568905678","price":84.9,"currency_code":"BRL","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0722\/9197\/5420\/files\/cc5ff7336c7b922e195c92bfbb9fe4f2_05cc5538-76fe-4e17-a0d7-3f42e11ece1f.jpg?v=1778326710"}],"url":"https:\/\/www.record.com.br\/en\/collections\/drew-boyd.oembed","provider":"Editora Record","version":"1.0","type":"link"}