Chapter 9. Social Brain and the Ideation Process

The dense, seductive aroma floods your brain as you open the door. Your senses come alive as you hear the milk being steamed by the barista and the grinder at work on another batch of Sumatra. You still haven’t figured out why they call the small size cup “tall,” but you decide it doesn’t matter. You’re just here for the coffee.

Some would argue that Starbucks has achieved a bit of coffee perfection with its powerful, exotic-sounding brews. Perhaps, however, you have an idea about improving on that perfection. If you do, why not let them know? It’s easy enough to do at is one example of an exploding trend in the corporate world today—to explore ...

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