1.站在正确的盒子里思考问题

    跳出框框思考，不只是陈词滥调——也是一项荒谬的要求。我们的大脑将所有的东西分门别类。卢克•布拉班迪尔和艾伦•艾尼的《在新的盒子里思考》（Thinking in New Boxes）认为，真正能给你带来创新优势的是找到正确的盒子。Bic公司高管开始将自己视为一次性产品制造商，而不仅仅是钢笔制造商之后，它摇身一变，成了市场的领头羊，引领市场数十年。大家都需要学习用同样的方式来重新审视自己的业务。

    1.Think inside the (right) box

    Thinking outside the box isn't just a cliché -- it's a ridiculous request. The brain organizes everything in categories. So what really gives you an innovation edge, argue Luc de Brabandere and Alan Iny in Thinking in New Boxes, is finding the right boxes. When Bic execs started viewing their company as a maker of disposable products, not just pens, it became a market leader for decades. Learn how to re-envision your business the same way.