Summary of Inside the Box

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Inside the Box book summary


8 Overall

8 Applicability

8 Innovation

7 Style


Authors Drew Boyd and Jacob Goldenberg explain that their title refers to their rejection of the idea that creativity comes from thinking outside the box – as the cliché goes. They clearly enjoy systematically demolishing misconceptions about creativity. They demonstrate that you can become systematically, practically, functionally creative. Their explanations are clear, and they include numerous, convincing real-world examples of new ideas and innovations to illustrate their techniques. If you’ve ever come away from a brainstorming session excited by the experience, and reviewed your notes only to realize that no one generated any new ideas, then step inside this readable, inspiring box. getAbstract recommends Boyd and Goldenberg’s manual to a broad audience, but especially to innovators and to those interested in creativity and psychology.

In this summary, you will learn

  • How most people misunderstand creativity,
  • What real creativity involves and
  • How you can become systematically creative.

About the Authors

Drew Boyd directs the Master of Science in Marketing Program at the University of Cincinnati. Jacob Goldenberg, editor of the International Journal of Research in Marketing, is a professor at Hebrew University of Jerusalem.



People usually think of creativity as freewheeling and anarchic. Terms like “brainstorming” evoke ideas falling in torrents, like rain. Being urged to think “outside the box” suggests that your best thinking occurs beyond everyday limits. Common thinking says you must escape...

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    Add creativity to today's list of corporate job qualifications; the same old thinking just isn't enough anymore.

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