IEMS Journal of Management Research

Abstract

The book "Think Bigger" by Sheena Iyengar offers a structured approach to fostering creativity and making meaningful choices through a method that guides individuals and organizations in generating innovative ideas. Iyengar draws from neuro and cognitive sciences to present practical steps for creative thinking, debunking the myth that big ideas are only for a select few. The book provides tools to spark innovation, emphasizing the interconnected nature of choice and creativity. It introduces a method that involves defining problems, breaking them down into sub problems, searching for diverse solutions within and outside industries, and mapping these solutions into a Choice Map. Additionally, the book discusses techniques to address choice overload, the importance of diversity of knowledge in innovation, and the significance of framing questions differently to access various solutions. Overall, "Think Bigger" offers insights and tools for driving innovation by addressing common challenges and providing a structured approach to creative problem-solving.