Chapter 22
The Combination of Preferences Within People
Understanding your preferences and those of your team members is essential for increasing your ability to provide innovative solutions to key issues. Taking the time to reflect on your own and your team's preferences within the stages of the creative process can save you untold hours and dollars in wasted effort and failed implementation. It can be the difference between creating the “Next Big Thing” or the next “New Coke.”
Although we have just described the four main preferences as if people fit neatly into one of these categories, let's take a moment to recognize that human thinking is a little more complex than that. It would be nice if it were that easy but it's rare to find people ...
