Thinking in New Boxes by Luc de Brabandere
A New Paradigm for Business Creativity

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The book’s numerous ideas and exercises are illuminated by anecdotes as well as a running mini case study of a computer game company coping with the need to reinvent.
-Blog Critics


When BIC, manufacturer of disposable ballpoint pens, wanted to grow, it looked for an idea beyond introducing new sizes and ink colors. Someone suggested lighters.
With an idea that seemed crazy at first, that bright executive, instead of seeing BIC as a pen company—a business in the PEN “box”—figured out that there was growth to be found in the DISPOSABLE “box.” And he was right. Now there are disposable BIC lighters, razors, even phones. The company opened its door to a host of opportunities.
Your business can, too. And simply thinking “out of the box” is not the answer. True ingenuity needs structure, hard analysis, and bold brainstorming. It needs to start
—a revolutionary process for sustainable creativity from two strategic innovation experts from The Boston Consulting Group (BCG).
To make sense of the world, we all rely on assumptions, on models—on what Luc de Brabandere and Alan Iny call “boxes.” If we are unaware of our boxes, they can blind us to risks and opportunities.
This innovative book challenges everything you thought you knew about business creativity by breaking creativity down into five steps:
• Doubt everything. Challenge your current perspectives.
• Probe the possible. Explore options around you.
• Diverge. Generate many new and exciting ideas, even if they seem absurd.
• Converge. Evaluate and select the ideas that will drive breakthrough results.
• Reevaluate. Relentlessly. No idea is a good idea forever. And did we mention Reevaluate? Relentlessly.
Creativity is paramount if you are to thrive in a time of accelerating change. Replete with practical and potent creativity tools, and featuring fascinating case studies from BIC to Ford to Trader Joe’s, Thinking in New Boxes will help you and your company overcome missed opportunities and stay ahead of the curve.
This book isn’t a simpleminded checklist. This is Thinking in New Boxes.
And it will be fun. (We promise.)
Praise for Thinking in New Boxes
“Excellent . . . While focusing on business creativity, the principles in this book apply anywhere change is needed and will be of interest to anyone seeking to reinvent herself.”—Blogcritics

Thinking in New Boxes is a five-step guide that leverages the authors’ deep understanding of human nature to enable readers to overcome their limitations and both imagine and create their own futures. This book is a must-read for people living and working in today’s competitive environment.”—Ray O. Johnson, Ph.D., chief technology officer, Lockheed Martin
Thinking In New Boxes discusses what I believe to be one of the fundamental shifts all companies/brands need to be thinking about: how to think creatively, in order to innovate and differentiate our brands. We need to thrive and lead in a world of accelerating change and this book challenges us to even greater creativity in our thinking. One of the best business books I’ve read in a long time.”—Jennifer Fox, CEO, Fairmont Hotels & Resorts
“As impressive as teaching new tricks to old dogs, Thinking in New Boxes is both inspirational and practical—a comprehensive,  step-by-step guide to sharpening one’s wits in order to harness creativity in the workplace.”—Peter Gelb, general manager, Metropolitan Opera

From the Hardcover edition.

About Luc de Brabandere

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LUC DE BRABANDERE is a Fellow and a Senior Advisor in the Paris office of The Boston Consulting Group. He leads strategic seminars with senior executives and management from a range of companies looking to develop new visions to prepare for the future. He is the author or co-author of 9 books, including The Forgotten Half of Change: Achieving Greater Creativity through Changes in Perception, and a columnist for various newspapers in France and Belgium. Prior to joining BCG, he was the general manager of the Brussels Stock Exchange. ALAN INY is the Global Topic Expert for creativity and scenario planning at the Boston Consulting Group, based in the New York office. He has trained hundreds of executives and BCG consultants, and facilitated a wide range of workshops across industries, on topics related to bringing creative approaches to business. Alan received his M.B.A. from Columbia Business School, and holds an Honours B Sc in Mathematics and Management from McGill University.

Author Residence: Paris, France; New York, NY

Author Hometown: Belgium; Montreal, Canada
Published September 10, 2013 by Random House. 352 pages
Genres: Business & Economics, Health, Fitness & Dieting, Self Help, Professional & Technical. Non-fiction
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Critic reviews for Thinking in New Boxes
All: 3 | Positive: 2 | Negative: 1


Below average
on Jun 17 2013

The authors provide some intriguing nuggets for thought, but the lack of discussion about the usual parameters of business success, like increasing sales, revenues, productivity and profit, is glaring.

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Publishers Weekly

on Jun 24 2013

The book is both academically rigorous and highly accessible...Informative and practical, this is a must-read for anyone in a leadership position who dares to look at the world in new ways.

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Blog Critics

Reviewed by A. Jurek on Sep 03 2013

The book’s numerous ideas and exercises are illuminated by anecdotes as well as a running mini case study of a computer game company coping with the need to reinvent.

Read Full Review of Thinking in New Boxes: A New ... | See more reviews from Blog Critics

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