Sheena Iyengar is the author and ST Lee Professor of Business at Columbia Business School
Sheena Iyengar is the ST Lee Professor of Business at Columbia Business School and the author of The Art of Choosing and Think Bigger: How to Innovate. As an expert on choice and innovation, Iyengar's TED Talks have received 7 million collective views. She has spoken at and consulted 200 companies including Google, AB Insurance, Bloomberg, E&Y, PwC, Target, Deloitte, among others. In an interview with Forbes India, she explains how to create powerful ideas for problem-solving
Q. Why do we need to ‘think bigger’ in the context of innovation?
‘Think Bigger’ offers a new method for innovation backed by what we have learnt from neuro- and cognitive science over the last two decades. Its six-step methodology helps users avoid the trap of solving a problem that turns out to be the wrong problem—which 72% of companies often fall into. It offers a new perspective that encourages its users to bring a useful, novel solution into the world.
Q. What are the basic steps involved?
These six steps work together like a beautiful jazz song—non-linearly.