In her book Think Bigger: How to Innovate, Sheena Iyengar dispels the notion that the best way of coming up with a good idea is to have a group brainstorm or to rely on the unpredictable intuitions of special gifted individuals.

Iyengar is the S. T. Lee Professor of Business at Columbia Business School and an expert on decision-making and choice. Drawing on advances in brain science, she argues that creativity is not mysterious, but is instead quite similar to analytical thinking.

Together with Martin Reeves, Chairman of BCG Henderson Institute, Iyengar discusses her six-step methodology to help people unlock their ability to create useful new ideas, illustrating this with many examples from business.

Key topics discussed:

• 00:58 | What neuroscience says about innovation
• 07:43 | A six-step method for ideation
• 19:22 | Limitations of the method
• 24:21 | The role of groups and technology
• 28:51 | Implementing the method at your company

About the BCG Henderson Institute

The BCG Henderson Institute is the Boston Consulting Group’s think tank, dedicated to exploring and developing valuable new insights from business, technology, economics, and science by embracing the powerful technology of ideas. The Institute engages leaders in provocative discussion and experimentation to expand the boundaries of business theory and practice and to translate innovative ideas from within and beyond business. For more ideas and inspiration, sign up to receive BHI INSIGHTS, our monthly newsletter, and follow us on LinkedIn and Twitter.