Thinking in New Boxes

In Thinking in New Boxes, authors Luc De Brabandere and Alan Iny present a bold strategy for unearthing breakthrough opportunities hidden behind the daily assumptions that shape business. They argue that our standard ways of thinking, or “boxes,” can both limit growth and blind us to new potentials. Drawing inspiration from the surprising journey of BIC - known for its disposable ballpoint pens yet revolutionizing its market with items like lighters - this book shows how daring to redefine your industry's boundaries can open doors to unprecedented innovation. Rather than simply thinking outside the box, the authors guide you to build entirely new boxes. The book details a five-step creative process. First, question every assumption. Then, explore the full range of possibilities before branching out with a wealth of ideas. Next comes the careful selection of the most promising innovations, followed by a continual process of reevaluation to ensure ongoing relevance and success. Packed with practical tools and case studies from notable companies, Thinking in New Boxes offers a clear, structured pathway to sustainable creativity. It’s an essential guide for anyone looking to lead in today’s ever-evolving business landscape.