INDEX
Down syndrome and, 60–62
Microsoft and, 1–4, 6–7, 110–111
Ace, Nick, 41
Advertising by Design (Landa), 44
Allyship, 121–122
Analogies, using, 91
Antheil, George, 57–58
Arora, Nikhil, 58–59
Arts, gains from the, 100–101
Asian American and Pacific Islanders (AAPI), 122–123
Atkins, Ros, 112–113
Attention. See Focus; Mind wandering
Audience, 77
Back to the Roots, 59
BBC (British Broadcasting Corporation), 112–113
Biodegradable products, 51–52. See also Environmental sustainability
Blakely, Sara, 64
Brainstorming, 5
Brand constructs, 36–37
Brun, Pascal, 17
Burbn, 66
Cain, Hamilton, 31
Can openers, 82–83
Canadian Down Syndrome Society (CDSS), 60–62
Capitalize (company), 49
CAPTCHA, 114
Carlton, Scott, 51
Challenging the status quo, 62–65, 71, 90–91
Chang, David, 81–82
Changing course, 71
Changing your thinking. See under Thinking
Chernow, Ron, 13–14
Chobani, 39–40
Clothing, 64
recycling, 16–17
Cognition, 54, 88. See also Thinking
Cognitive diversity, 119–120
Collins (brand experience design company), 41
Compassionate power, 40
Compostable pill bottle, 51–52
Construction industry, 83
Constructs, brand, 36–37
Consultants, 7
Crane (paper company), 41
Creation, ix
Creative habit, building a, 72–73
Creative Habit, The (Tharp), 141
Creative thinking, strategic, 8
Creativity and DEI, 117–119
Crimi-Lamanna, Nancy, 62
Crises, 70
Curiosity, 54
Data. See also Information
gathering and analyzing, 85
De Mestral, George, 53
Dean, Alexandra, 57
Debate vs. dialogue, 154–155
DEI (diversity, equity, and inclusion), 109–111, 113–116
and creativity, 117–119
getting started with, 111–112
questions related to, 111
in teams and companies, 119–121
used to magnify the Three Gs, 154–155
Dialogue/discussion
vs. debate, 154–155
steps for achieving fruitful, 155
Differentiation, 36
Digital world, 41
Disabilities, people with, 6–7, 116. See also Accessibility; Gamers with disabilities
Microsoft and, 2–4, 6–7, 110–111
Discovery, 11
Diversity, equity, and inclusion. See DEI
Doing or making, 91
start, 86–87
Dove Campaign for Real Beauty, 34
Down syndrome, 60–62
Dream Box, 46
Duckworth, Tammy, 116
Duolingo, 115
Dynamic insight, 35
Edge effect, 118
Education, gains provided by, 102
Einstein, Albert, 54
Emotional obstacles. See Obstacles
Emotions, 95–96
Engaging with other people, 88
Entertainment, gains provided by, 101
Environmental sustainability, 16–17, 50, 103
plastics and, 21–22, 38–39, 51–52
Equity. See DEI
Evans, Katie, 38–39
Faculty, 8
Farber, Sam, 45
Fashion industry, 16–17
FCB (Foote, Cone & Belding), 42, 61, 62
Fiaschetti, Justin, 75
50:50 project, 112–113
Fixed insight, 34–35
Flexibility, 68–69
Focus, 135, 158. See also Mind wandering
Food, 136–137. See also Restaurants
Food preservation, 82
Freedman, Wendy, 76
Frequency hopping spread spectrum, 57–58
Furniture and the environment, 50
Future of Storytelling sessions, 145
Gaiman, Neil, 60
Gain(s). See also specific topics
evaluating, 102–104
examples of, 99–102
Galinsky, Adam, 118
Game design, 67
Gamers with disabilities, 1–4, 6–7, 32
Games, children’s, 131–132
Gaps(s). See also specific topics
how designers think about, 36
how leaders think about, 37–38
how marketing professionals think about, 36–37
letting your subconscious mind work on the, 88–90
nature of, 75–81
noticing/looking for, 18–19, 22, 31–33, 143
pinpointing, 83
types of, 79
George, Alice, 57–58
Glass jars with lids, 82
Glaucoma, 69–70
Goal, gap, and gain (Three Gs), ix, 11–12, 18–21, 141–144. See also specific topics
how to begin, 33–35
iterations, 22–23
overview and nature of, 5–7, 12, 21
starting with a goal, 29–33
Goal setting, 29–30
ways to set goals, 151–153. See also Ways into the Three Gs
Goal(s)
defined, 12
give a goal time to take shape, 71
listing, 141–142
not telling others about your, 71
pushing past your first, 71–72
starting with a, 18, 22, 29–31, 142
ways of finding, 70–72
ways to speculate to pin down a, 60
Gonnella, Rose, 28–29
Google, 60–62
Goswami, Nina, 113
Graphic design, 36
Graphic Design Solutions (Landa), 44
Grinspun, Eitan, 80–81
Groupthink, 110
H&M, 16–17
Hamilton, Alexander, 13–15, 41
“Hamilton Mixtape, The” (Miranda), 14, 15
Harris, Jeremy O., 104–105
Hassani, Reem, 49
Hastings, Reed, 95
Hatfield, Tobie, 48
Hayley (daughter), 45, 46, 68, 129
Hierarchy of needs, Maslow’s, 98
Hip-hop, 13–15
Hollinghurst, Alan, 87
HOPES (Home Eye Pressure E-Skin Sensor), 70
combining two existing ideas, 5
five-stage process for, 5
Ideas, 143–144
nature of, 144
starting on the path to worthwhile, 19–23
Ikea, 50
Improvising until you find it, 71
Inclusion. See DEI
Incongruities, looking for, 91
Incubation, allowing time for, 92–93
Information. See also Data
gains provided by, 102
Innovation, 1, 37, 109. See also specific topics
Insight, 31–32, 34, 35, 37, 83–85
defined, 34
finding an, 90–91
ways of thinking of an, 34–35
Instagram, 65–67
Intersections of factors, thinking about, 91
Intraocular pressure (IOP) testing, 69–70
Inventions, gains provided by, 100
Inversion, 75
Irving, John, 87
Irving, Zachary, 89
James Webb Space Telescope, 76
Jars, food, 82
Jemison, Mae, 129
JKR (Jones Knowles Ritchie), 38–39, 120
Jones, Ken, 1–3
Kalman, Tibor, 75
Khachikyan, Karen, 79
Krieger, Mike, 66
Kuleana, 103
Lamarr, Hedy, 57–58
Laundry detergents, 104
Leaders, 8
LGBTQIA+ community, 47
Live Subway Map (MTA), 32
Looop machine, 16–17
Lysol, 104
Ma, Yo-Yo, 118
Maeda, John, 145
Making or doing, 91
start, 86–87
Managers, 8
Marks, Donald R., 120
Maslow, Abraham, 98
Mastercard, 47
Mayer, Marissa, 141
McDavid, Stephen, 39
McFall, Nod Arceo, 123
Metropolitan Transportation Authority (MTA) Live Subway Map, 32
Microaggressions, 122–124
defined, 123
Microsoft, accessibility, and gamers with disabilities, 1–4, 6–7, 110–111
Miles, Tiya, 31
Mind wandering, 88–90
Minecraft, 79
Miranda, Lin-Manuel, 13–17
Mobility, people with limited, 2–4. See also Accessibility
Mocellin, Andrea, 116
Momofuku Noodle Bar, 81–82
Monet, Claude, 126
Morrison, Toni, 27
Moskowitz, Howard R., 136–137
Multi-application thinking, 80
Multiple perspective taking, 109–110, 135. See also under Thinking
Murakami, Haruki, 101
Mushrooms, growing gourmet, 58–59
Nadal, Kevin, 123
Nadella, Satya, 1
Napoleon Bonaparte, 82
Needs, 98–99
Maslow’s hierarchy of, 98
thinking about responding to a need, 69–70
Nero, Dom, 129–130
New Art of Ideas framework, 6–8, 141
framework behind, 21, 147, 158. See also Goal, gap, and gain
handy checklist, 142
value of, 5
Nike Go FlyEase, 47–48
Nouri, Aria, 43
Nouri, Kat, 21–22
Novelists, 87
Numi, 49
Observations
conducting real-world, 91
Obstacles, overcoming, 133, 158–159
change your thinking, 135–137, 158
make a deal with yourself, 133–134, 158
OXO (kitchen utensils brand), 45
Pain points, finding/noticing, 47–48, 90
Paper pill bottle, prescription, 51–52
Pashman, Dan, 129–130
Passion, following a, 48–49, 65–67, 71, 152
Patterns, recognizing, 85
Penicillium, discovery of, 33–34, 43
Perspectives, multiple, 109–110, 135. See also under Thinking
Phluid Project, 20
Photography, 65–66
Phrase searching, 84–85
Picasso, Pablo, 87
Pichai, Sundar, 57
Planning, 87
Plastic pill bottles, 51–52
Plastic toys, 38–39
Plastics, 21–22
Pontoppidan, Klaus, 76
Positioning, 36–37
Possibilities around you, noticing, 86
Pratt, Samantha, 96
Prego, 136–137
Prescription paper pill bottle, 51–52
Pretty for a Black Girl (Thomas), 124
Printers, 3D, 83
Problems. See also specific
topics reframing, 135–137, 158
Products, gains provided by, 102
Questions
asking imagination-building, 91. See also under Ways into the Three Gs
for individuals, 148–149
judging strategies and creative ideas, 120–121
for organizations, 150
for teams, 149
Quito, 97
Rahim, Ahmed, 49
Rasmussen, Jonas Poher, 121, 122
Real (mental health care company), 50–51
reCAPTCHA, 114–115
clothing, 16–17
Reframing your thinking, 135–137, 158
Reinertsen, Sarah, 47
Reporters Without Borders, 79
Responsibility, 121–122
Retirement accounts, 49
Robin the Robot, 79–80
Robots, 79–80
Ross, Alan, 58
Royalty Exchange, 30–31
Saatchi & Saatchi Wellness, 51–52
Safira, Ariela, 50–51
Scenario map, 156
Schedule, establishing a, 133–134, 158
Schultz, Howard, 43–44
Self-interest, 97–99
Serendipity, being open to, 71
Services, gains provided by, 102
Sharma, Gaurav, 49
Silk Road Ensemble, 118
Sinek, Simon, 103
Slave Play (Harris), 104–105
Smith, Lisa, 39–40
Smith, Rob, 20
Social good, 102
Social justice, questions related to, 111
Social media research, 157
SPANX, 64
Speech recognition, 62. See also Voice-assisted technology
Squid game, 131–132
Squid Game (TV series), 131, 132
Starbucks, 43–44
Stasher, 22
Status quo, challenging the, 62–65
Storytelling, 145
Subconscious mind, 88–90
Success, channeling a, 158
Sweet, Julie, 109
Systems, the need for, 37–38
Systrom, Kevin, 66
Szent-Györgyi, Albert, 11, 53, 159
Teams
DEI in, 119–121
questions for, 149
Technologies, considering newly available, 82–84
do your research, 84–86
Teddy Repair, 104
Telescopes, 76
Tharp, Twyla, 141
Thinking, 34–35. See also Cognition; Multiple perspective taking
multi-application, 80
strategic creative, 8
Thinking small, 67–68
Thomas, Danielle, 123–124
Three Gs. See Goal, gap, and gain
Tibbot, Seth, 22
Tofurky, 22
Tosi, Christina, 82
True Name, 47
Tu, Rich, 120
Ugly Delicious (Netflix series), 82
Ulukaya, Hamdi, 39–40
Uncensored Library, 79
Unconscious mind. See Subconscious mind
Undergarments, 64
United States Institute of Peace, 154–155
Vasquez, Lillianna, 51–52
Velcro, 52
Velez, Alejandro, 58–59
Video games. See Gaming
Virtual reality (VR), 30
Vit, Armin, 40
Voice-assisted technology, 60–62
Washington, George, 14
Ways into the Three Gs, 43
ask yourself what you wish existed/what’s missing, 50–51, 153
build on an observation, 43–44, 151
do what’s best for company’s plan, customers, and the planet, 50, 152
go with what you know best, 49, 152
notice pain points, 47–48
spot a problem that needs fixing, 45–46, 151–152
What-if questions, 59–60, 72, 91
“What’s in it for me?” 97–99
Wheelchairs, 116
“Where are you really from?” 122, 123
“Whopper Detour” (Burger King), 42
Wilde, Richard, 126
World issues, 102
Writers, 87
Wrobel, Hans, 22
Wrobel, Rhonda, 22
Xbox Adaptive Controller, 2–4, 110
Yu, Kelu, 69–70