A Method to Innovate

This counterintuitive and powerfully effective approach to creativity demonstrates how every corporation and organization can develop an innovative culture.

The traditional attitude toward creativity in the American business world is to “think outside the box”—to brainstorm without restraint in hopes of coming up with a breakthrough idea, often in moments of crisis. Sometimes it works, but it’s a problem-specific solution that does nothing to engender creative thinking more generally.

Inside the Box demonstrates Systematic Inventive Thinking (SIT), which systematizes creativity as part of the corporate culture. SIT requires thinking inside the box, working in one’s familiar world to create new ideas independent of specific problems.

Dozens of books discuss how to make creative thinking part of a corporate culture, but none takes the innovative and unconventional approach of Inside the Box. SIT’s techniques and principles have instilled creative thinking into such companies as Procter & Gamble, Johnson & Johnson, and other industry leaders. Inside the Box shows how corporations have successfully used SIT in business settings as diverse as medicine, technology, new product development, and food packaging.

With “inside the box” thinking, companies of any size can become sufficiently creative to solve problems even before they develop and to innovate on an ongoing basis.

It works!


Drew Boyd is a thirty year industry veteran. He spent seventeen years at Johnson & Johnson in marketing, mergers & acquisitions and international development. He founded and directed J&J’s acclaimed Marketing Mastery Program, an internal “marketing university.” Today, he trains, consults, and speaks widely in the fields of innovation, persuasion, and social media. He is now an assistant professor of marketing and innovation at the University of Cincinnati Lindner College of Business.


Jacob Goldenberg is a marketing professor at the Hebrew University of Jerusalem and a visiting professor at Columbia University. He studies creativity, new product development, innovation, market complexity, and the effects of social networks.  His research has been featured in leading scholarly journals such as the Journal of Marketing Research, Marketing Science, Management Science, Journal of Marketing, Nature Physics and Science.  His work has been featured in a variety of popular media outlets such as Wall Street Journal, New York Times, and the Boston Globe.  He is now editor of the International Journal of Research in Marketing.