Modern science now understands how creative ideas happen in the human mind, and by knowing how it works, you can do it better. This new science overturns previous methods about how to get an innovative idea. For example, 99% of the old methods depend on brainstorming for idea generation. That’s often incorrect. Strategic intuition, developed by William Duggan, Senior Lecturer in Business at Columbia Business School, offers instead a method that matches how the brain actually works.

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