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CHAPTER 7The Creative Challenge

Doing What Has Never Been Done Before

Sometimes, a group hits a wall. It can go no further or be more productive while persisting in its current practices. To break through the wall, transcend the current paradigm, and advance to the next level of performance, the people must create. Consider the following scenario.

SCENARIO

Imagine that you are a senior manager in a large insurance company who oversees the claims-processing activity for the business. The previous four years has seen a significant slump in performance and productivity. You are getting signals from the market that your processes are not as efficient as your key competitors. “We have to change!” you tell people. “As far as I’m concerned, it ...

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