Book Smarts

What if—these two words strike fear in the hearts of many in our trade. We operate in an industry in which “the way we've always done it” and “the practices that have made us successful for 50 years” have framed our view for as long as most of us can remember. Effective? Maybe—back then, back when our business and our customers were predictable, back when everything was “normal.” While most business owners today are quick to agree that innovation and creativity are essential to survival in today's environment, few understand that both are rooted in imagination—the ability and willingness to conceive of what is not—to look at things as if they could be otherwise. According to Liu and Noppe-Brandon, in times like these imagination matters more than ever. More important, they believe that contrary to popular opinion, imagination is something we all can dev

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