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TRCmarket research conferenceinside box bookTRC on the Road series presented a very engaging session about an effective and counter-intuitive approach to product design and the innovation process. The guest was Jacob Goldenberg, a visiting professor at Columbia University, a marketing professor at the Interdisciplinary Center in Herzliya, Israel, and co-author of Inside the Box: A Proven System of Creativity for Breakthrough Results.

The event occured on Tuesday, April 12th, 2016 from 3:00 - 6:00pm in the Yale Club of New York City, 50 Vanderbilt Ave, New York, NY.

Jacob started his academic work in engineering and physics before moving into the study of creativity. Through his research he's learned that creativity doesn't necessarily need to wait for inspiration, nor depend upon tools like brainstorming. It can be systematically developed through a few simple steps. It's an approach that has been applied across a wide variety of situations and with very positive results.

His book explains his work and his methods in a very simple way and provides practical steps you can use to take the mystery out of innovation and produce useful results.

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