PART III

Expanding the Box

In this part:

• The four walls of the box
• The first wall: conventions and rules
• The second wall: common sense
• The third wall: physiology
• The fourth wall: consciousness

‘The creative person experiences a greater flow of ideas than other people. Many combinations are a prerequisite of achieving a creative result, and creative business innovators both succeed and fail more often than others. But there is also a connection between how improbable the combination is and how creative the result is.’