Core77

A nice story at CMO Magazine on the process of innovation. Cites the director of brand management for Puma, Evan Schwartz, author of "Juice: The Creative Fuel That Drives World-Class Inventors", and of course, IDEO. Part of their September issue, which contains a special report on INNOVATION.

"It's no wonder we cloak innovators in awe. There's a serendipity to their brainstorms that defies investigation. But investigate we must, for the need to master the dynamics of this process�and it is a process�has rarely been more urgent."