Inside the Box

The practice of systematic creativity

The Myth of Serendipitous Creativity

With so many successful products created through serendipity, it makes you wonder whether companies can rely on it to create breakthrough products. The answer is no. Serendipity, as a method of innovation, has a very poor track record. The number of serendipitous products is a tiny percentage of the total of all products. Read More

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Drew Boyd is a professor of marketing and innovation at the University of Cincinnati.

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