According to Columbia Professor Bill Duggan, the vast majority of the methods used to try and come up with innovative ideas are based on a flawed understanding of how how the brain works. In an interview with Columbia Business School about his new book, Creative Strategy, Duggan reveals a surprising discovery he's made while digging into how the most successful innovators come up with ideas:

To read the full, original article click on this link: Innovation Methods Based On Bad Neuroscience - Business Insider