Creativity Unlimited: Thinking Inside the Box for Business Innovation

Index

alternative technologies 223

Amazon.com 64

anti-jeopardy exercise 215–17

artistry 101

associations 250, 251, 255–68

combinations of 112

remote 204–10

secondary 258, 259

semantic 256–8, 260–1, 324–6, 327

squared 323–4

associative network 227, 255–61

associative tests 108, 110, 11, 115, 205

assumptions, breaking 315–17

‘bad’ characteristics, enhancing 295–8

banking services 113, 114–15

Barclays Bank 285

behaviour, knowledge about 221–3, 226, 274

Betamax 100

bisociations 87–8, 106, 110, 117–18, 121, 122, 222, 274, 279, 308

Bono, Edward de 143

boredom 44

box as metaphor 107

‘boxing in’ work 85–6

brain

blood circulation 196–7

capacity to use 180–1, 184

connections 101

dendrites 182, 255

halves of 180, 183–4

neurons 182–3

rewards system 160–1

sides of 189–90, 192

size 1–2, 116, 128

brand awareness 240

brand communication 240, 241–2, 283

brand gravity 227, 243–5, 248–50, 251, 252–4, 283, 327

brand manifestations 290

brand perception 251

brand reputation 239–40, 281

brand schema 245–8, 251, 253

brand uniqueness 240–1

brand voice, changing 283–5

brick selling exercise 145–9

Burger King 35, 233, 304–5

category voice, changing 286–9

change category 326–9

changing details exercise 210–12

chaotic thinking 98

coat hanger exercise 149–51

Coca-Cola 35, 41, 53, 55, 224, 231, 256, 257, 259, 305, 308, 325

combinations of associations 112

common sense 125, 126, 127–8, 159–78

communication schema 286

communications RAT 301–3

company size, changing 289–91

competence exploitation 80

competence ...