CHAPTER 4
Get Creative
In tight times, it’s extremely nice to find value in something that costs nothing. Luckily, creativity is free. The capital required to change mind-sets and create mental space for thinking differently is nearly nil. Some innovation may require investment, but if it’s in the service of getting lean, it may pay back quickly. Even the more capital-intensive parts of innovation—actually building and testing a new product or service—may be a great investment in down times.
While it seems counterintuitive, the top minds on innovation will tell you that tough times are great for fostering creativity. Clayton Christensen, most famous for developing concepts like “disruptive” innovation or the “innovator’s dilemma,” told the ...
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