- Delivers a blueprint for companies with a practical model for designing innovation culture, by exploring imagination, trying new ideas and recognizing real market demands with empathy
- Enables readers to bypass the common innovation fatigue traps that plague corporate innovation and avoid fads and incrementalism
- Studies the companies that get innovation wrong and the ones that get it right, but avoids the overused innovation industry examples, and instead looks at relatable and varied case studies
- Written by the renowned innovation and creativity professor, Alf Rehn, distilling over 20 years of his experience working with top brands like IKEA, Maersk, Unilever, Samsung and PwC