BRAINSTEERING      
  A Better Approach to   
   Breakthrough Ideas


       TABLE OF CONTENTS

INTRODUCTION:  WHY BRAINSTEERING?  

PART I:  ASK THE RIGHT QUESTIONS (AND GOOD IDEAS WILL FOLLOW)

•Chapter 1:  The Proven Power Of Questions To Help You Find Ideas

•Chapter 2:  Developing Your
Arsenal Of Right Questions

•Chapter 3:  The Moment Of Truth
– When It’s Time To Find A Better
Idea


PART II:  TAKE YOUR PERSONAL IDEATION SKILLS TO THE MAX

•Chapter 4:  A Systematic Approach To Developing Questions

•Chapter 5:  The Right (And Wrong) Uses Of Analysis In Ideation

•Chapter 6:  Optimizing Your Personal Ideation Performance


PART III:  LEAD OTHERS TO GREAT IDEAS

•Chapter 7:  From A Bad Brainstorming Session To A Great Brainsteering Workshop

•Chapter 8:  Teaching Others To Develop Better Ideas

•Chapter 9:  Creating An Idea Factory

PART IV:  THE GRAND FINALE

•Chapter 10:  Developing Your Own Billion Dollar Idea

APPENDIX:  101 RIGHT QUESTIONS TO SPUR BREAKTHROUGH IDEAS

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  • BRAINSTEERING is a must-read – an intellectually rigorous yet remarkably entertaining book filled with practical advice for generating and evaluating powerful new ideas in virtually any setting.”
    —Janet P. Froetscher, President & CEO, National Safety Council

  • [Named To] “The Short List – 2011 Business Book Awards”
    -800 CEO READ

  • [Named among] “Top 10 Business Books of 2011”
    The Globe & Mail

  • “[The Coynes’] logical thinking exercises will help readers to maximize their ideation skills, both by systematically exploring every possible nook and cranny of an issue to find new ideas, and by systematically evaluating and honing the results.”
    Publishers Weekly

  • “Whether you’re looking to create one great idea or hundreds, this is the book to read.”
    —Dominic Barton, Worldwide Managing Director,
    McKinsey & Company


  • “A research-based, proven approach to unleashing creativity and inspired ideas.  I recommend it highly.”
    —Robert A. McDonald, Chairman of the Board, President, and Chief Executive Officer, Procter & Gamble

  • BRAINSTEERING offers a fresh methodology for creating, analyzing, evaluating and launching new ideas.”
    —Philip Kotler, Professor of Marketing, Kellogg School of Management

  • [Named among] “11 Best Business Books for CIOs in 2011”
    CIO Insight

  • “The brothers Coyne...have spent more than a decade refining their approach...reveal[s] approaches that don’t fall under standard operating procedures...remarkably detailed and illuminating...[with] more than 130 examples.”
    —Leigh Buchanan, Inc. Magazine

  • “[A] provocative book...which has the effect of putting creative thinking back in the box without boxing it.”
    —Cecil Johnson, Ft. Worth Star-Telegram

  • “The authors pepper their narrative with [...] idea-sparkers, with an appendix that is worth the cover price… [I]f the book evokes a few creative ideas, it will have done good service.”
    Kirkus Reviews

  • [Named among] “Best Leadership Books for March 2011”
    LeadershipNOW

  • “What if everything you've been taught about idea creation is wrong? Based on research about how billion dollar companies got their start, BRAINSTEERING presents a systematic alternative to those endless brainstorming meetings that produce no action. This is an exciting new approach.”
    —Eric Ries, creator of the Lean Startup Movement

  • “The Coyne brothers show us how to steer creative energy towards a meaningful outcome. If you're searching for better ideas and more impact, you need to read this book.”
    —Scott Belsky, founder and CEO of Behance, and bestselling author of Making Ideas Happen


  • “Every billion dollar idea starts by asking the right question. BRAINSTEERING provides a wise prescription for turning those precious questions into breakthrough thinking.”
    —Randy Komisar, Partner, Kleiner Perkins Caufield & Byers, bestselling author of The Monk and The Riddle

CHANGE THE WAY YOU THINK ABOUT NEW IDEAS, BY STEERING YOUR CREATIVITY IN NEW AND MORE PRODUCTIVE DIRECTIONS

Ideas.  Whether the goal is to create a billion-dollar business, fix a broken process, reduce expenses, write an award-winning script, or simply find the perfect gift for that special someone, we all need a steady stream of breakthrough ideas – and we’ve all learned from experience that traditional brainstorming doesn’t generate them.

Former McKinsey consultants Kevin P. Coyne and Shawn T. Coyne have spent more than a decade developing a better approach – Brainsteering – that takes brainstorming and other outdated ideation techniques and “steers” them in a more productive direction by better reflecting the way human beings actually think and work in creative problem-solving situations. By introducing just the right amount of structure into the process, and asking just the right questions, Brainsteering has helped Fortune 500 companies, small not-for-profits, and individuals alike generate ideas they previously could never have imagined.

Peppered with thought-provoking examples drawn from the worlds of business, sports, and entertainment, BRAINSTEERING can help anyone develop breakthrough ideas, whether working alone on a one-time problem or turning an entire organization into an ongoing “idea factory.” And getting started is easy:  simply ask the right questions, and good ideas will follow.