by Drew Boyd (Get the Book)Using a set of "systematic inventive thinking" (SIT) techniques, Boyd (marketing and innovation, Univ. of Cincinnati) and Goldenberg (marketing, Hebrew Univ. of Jerusalem) demonstrate ways for corporations to enhance productivity and develop innovation creatively. SIT are taught in workshops or classes and involve ways of thinking about product design and concepts without restrictions caused by specific problems. Other techniques include unifying tasks for which components are asked to do double duty, or attribute dependency where results are varied depending on specific conditions. Examples of how to implement the techniques exist throughout the book and range from laparoscopic surgical innovations to Captcha characters and new ways to build skyscrapers. Many books are written on the topic of stimulating creativity, but the practical examples provided here make Boyd and Goldenberg's advice stand out from the crowd. VERDICT A captivating and fun read that adds insight to product design. --Library Journal
