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Title Page
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Future back
CHAPTER 1 - Leonardo da Vinci
Talent 1: Relentless curiosity
Talent 2: Seeing more
Talent 3: Thinking bigger
Talent 4: Making connections
Talent 5: Embracing paradox
Talent 6: Courageous action
Talent 7: Enlightened mind
CHAPTER 2 - Time and space … exploring the future world
Future possibilities
Spacetime
Whitespace
Virgin Galactic … spaceships and stardust
CHAPTER 3 - Creative minds … new thinking for the new world
Shigeru Miyamoto … the ultimate game designer
CHAPTER 4 - World changing … seismic shifts that are transforming markets
West to East
Big to small
Mass to niche
Business to customer
Volume to value
Aravind Eye Care … bringing a new vision to India
CHAPTER 5 - Whitespaces … women, water and 50 billion devices
Whitespace 1: Women and boomers
Whitespace 2: Cities and communities
Whitespace 3: Individuality and identity
Whitespace 4: Carbon and water
Whitespace 5: Networks and Web 3.0
Whitespace 6: GRIN and 50 billion devices
Whitespace 7: Authenticity, meaning and happiness
Pixar … from Snow White to The Incredibles
CHAPTER 6 - Future back … start with the impossible, then work out how
Timelines and wildcards
Possible and plausible
Muhammad Yunus … Nobel prize-winning social entrepreneur
CHAPTER 7 - Creativity … the extraordinary power of ideas
New ideas
Fusion
Donna Karan … creative elegance in a chaotic world
CHAPTER 8 - Design … the fusion of function and form
Samsung … innovative design, inspired by the Tae Kuk
CHAPTER 9 - Innovation … making life better for people
‘Nova’ means newness
Most new ideas fail
opening up and closing down
Degrees of innovation
The world’s most innovative companies
James Dyson … ‘dual cyclone’ inspired by running up sand dunes
CHAPTER 10 - Creative genius … welcome to ‘the Genius Lab’
Inspiration and perspiration
Welcome to ‘the Genius Lab’
Phase 1: The ideas factory
Phase 2: The design studio
Phase 3: The impact zone
Steve Jobs … the reality distortion field
The ideas factory
CHAPTER 11 - Getting started … the fuzzy front-end of innovation
Fuzziness
Problem-solving
Napkin diagrams
Philippe Starck … enfant terrible of design
CHAPTER 12 - Seeing things differently … ideas, imagination and intuition
Imagination
Getting out there
Tim Berners-Lee … weaving the World Wide Web
CHAPTER 13 - Patterns and paradoxes … making sense of uncertain futures
Pattern recognition
Paradoxes
Futurology
The futurists
Honda ASIMO … bringing the future to life
CHAPTER 14 - Future scenarios … building visions of alternative futures
Scenario planning
Step 1: Future drivers
Step 2: Making connections
Step 3: Clustering themes
Step 4: Emerging scenarios
Step 5: Interpreting scenarios
Step 6: Better planning
Burt Rutan … rocket scientist to the stars
CHAPTER 15 - Deep diving … immersing yourself in the customer world
Intuition
Immersion
The dive
Discovering new spaces
Ratan Tata … making life better for scooter riders
CHAPTER 16 - Crowdsourcing … harnessing the power of people
Getting crowds to work for you
Ten red balloons
Threadless … crowdsourced T-shirts, nude no more
CHAPTER 17 - Extremes and parallels … learning from border crossers
Paul Smith … classic tailoring with a distinctive twist
CHAPTER 18 - Rule-breakers … embracing discontinuity and disruption
Damian Hirst … the shark, the sheep and the skull
CHAPTER 19 - Ideation … igniting the power of creativity
Types of creativity
Idea generation
IDEO … where enlightened teams beat the lone genius
CHAPTER 20
The design studio
CHAPTER 21 - Design thinking … mindset for a creative business
Jonathan Ive … the real iMan of Apple
CHAPTER 22 - Context reframing … finding the bigger idea
Banksy … when graffiti becomes a work of art
CHAPTER 23 - Co-creation … designing with customer ‘ubuntu’
Procter & Gamble … from product push to customer pull
CHAPTER 24 - Creative partners … collaboration, the spirit of Koinonia
Open innovation
Ideas exchanges
Disney … the enduring magic of a mouse called Mickey
CHAPTER 25 - Experimentation … prototypes, simulations, let’s just try it!
El Bulli … gastronomic creativity from the world’s best restaurant
CHAPTER 26 - Concept fusions … building molecular solutions
Anish Kapoor … cloud gates, sky mirrors and fishnet tights
CHAPTER 27 - Simplicity
John Maeda … the digital artist in search of simple ideas
CHAPTER 28 - Experience design … doing more for people
Guggenheim Bilbao … architecture that re-energizes a wasteland
CHAPTER 29 - Evaluating concepts … deciding what to do
Alessi … bird kettles and funky tableware
CHAPTER 30
The impact zone
CHAPTER 31 - Launch pads … accelerating new ideas to market
Gü … launching ‘lüvly pots of güdness’
CHAPTER 32 - Creative scripts … selling ideas, telling stories
Wieden and Kennedy … just doing it for Nike and the Coke side of life
CHAPTER 33 - Profit models … business models for successful innovation
Giorgio Armani … the designer who knew how to make money
CHAPTER 34 - Brand propositions … making ideas relevant and distinctive
Tesla … high performance is not everything
CHAPTER 35 - Contagious ideas … memes, viruses and all that hype
Dave Stewart … from rockstar to change agent
CHAPTER 36 - Market shaping … winning in the vortex
Leaders and followers
Overcoming the hype
Winning in the vortex
Zaha Hadid … a planet in her own inimitable orbit
CHAPTER 37 - Protecting ideas … copyright, trademarks and patents
Copyright
Trademarks
Patents
Live Nation … redefining the music experience
CHAPTER 38 - Going further … licensing and franchising brands
Licensing and franchising
Christian Audigier … the glam rock licensing machine
CHAPTER 39 - Delivering results … improving your return on ideas
Innovation metrics
Whirlpool … black in white in the whirl of innovation
CHAPTER 40
Now forward
CHAPTER 41 - Creative leaders … recreating the Medici effect
Why? Why not? What if?
The little black book
Medici connections
Even if you fail 10,000 times …
Creative connections
Shanghai Tang … a fusion of oriental glamour and contemporary fashion
CHAPTER 42 - Innovation strategy … ideas that drive profitable growth
Lego … innovation is much more than creative play
CHAPTER 43 - Creative culture … working with hotspots and happiness
Creative workstyles
Ferrari … recreating the spirit of Enzo in Maranello
CHAPTER 44 - Innovative processes … from NASA to networked innovation
Rocket ships
Stage gates
Innovation 2.0
3M … getting sticky at the innovation company
CHAPTER 45 - Creative people … visionaries, border crossers and game-changers
Team roles
Personality types
Creative styles
Cai Guo-Qiang … gunpowder artist to the olympic Games
CHAPTER 46 - Innovation ventures … finding faster ways to market
Ventures
Incubators
Reid Hoffman … the most linked-in man in Silicon Valley
CHAPTER 47 - Creative networks … the creativity of places and partners
From Lemon orchards to Bangalore
Innovative nations
IBM … InnovationJams for a smarter planet
CHAPTER 48 - Managing innovation … managing people, projects and portfolios
Innovation teams
Google … creativity lives at the Googleplex
CHAPTER 49 - Game changing … creative revolutions and X Prizes
The new game-changers
The power of prizes
Niklas Zennström … the relentless entrepreneur and game-changer
CHAPTER 50 - Now forward … finding your edge
Stay crazy
The one
The ones
APPENDIX 1 - Creative resources
APPENDIX 2 - About the book
Index
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