ABOUT THE BOOK
To generate creative ideas, most people still rely on brainstorming and “thinking outside the box” – even though study after study has shown that this outdated approach just doesn’t work.
In BRAINSTEERING: A Better Approach to Breakthrough Ideas, former McKinsey consultants Kevin P. Coyne and Shawn T. Coyne reveal a powerful new approach to creating better ideas by taking traditional brainstorming and “steering” it in more productive directions. Drawing on more than a decade of research, the authors demonstrate how Brainsteering better reflects the way people actually think and work in problem-solving situations, and why intertwining creative (right brain) and analytic (left brain) thinking can generate powerful new paths to ideas.
As the Coyne brothers explain, we all need to generate great ideas. Just as a CEO or entrepreneur needs to develop new ideas or cost-cutting measures for their company, a mom wants to create a memorable birthday party, and a TV producer constantly has to come up with fresh story ideas. With the Brainsteering approach, you can dramatically raise the odds of developing more and better ideas of almost any kind – from implementing a new manufacturing process to selecting an unforgettable gift for someone you love.
It turns out that many of the clichés about innovation aren’t true: thinking inside the box actually works better than thinking outside the box; there are such things as bad ideas; simply listing every idea that comes into your head won’t let you find the best one; and again, brainstorming actually fails most of the time.
Instead, the Coynes help readers understand why, and how, to Ask The Right Questions and identify a range of powerful new ideas that might never have been evident in the past. They then explain how to Use The Right Process to maximize your personal ideation skills, systematically explore every aspect of an issue, and refine your ideas. Next, they teach readers how to effectively lead others in the development of new ideas, and to create ongoing “idea factories”. Finally, they explain how to put it all together to begin developing your own billion dollar ideas.
Filled with thought-provoking, real world examples from both the workplace and popular culture, BRAINSTEERING is a comprehensive and entertaining guide to idea-making that breaks all the rules.
Kevin P. Coyne is a Senior Teaching Professor at the Goizueta Business School at Emory University and a former senior partner at McKinsey & Company, where he led the firm’s Worldwide Strategy Practice.
Shawn T. Coyne is a management consultant with 25 years of experience in marketing, strategy and organizational leadership at Procter & Gamble, McKinsey & Company, and other leading firms.
Together, the Coyne brothers are the Managing Directors of The Coyne Partnership, a boutique consulting firm serving senior executives and boards of directors in both the private and public sectors. Their articles have appeared in the Harvard Business Review, McKinsey Quarterly, Sloan Management Review, and in a regular column on BusinessWeek.com, and they have been featured throughout the media, including the Wall Street Journal, New York Times, Businessweek, CNBC, NPR’s “Morning Edition”, and Fox Business News. They live in Atlanta.