Most small businesses don’t have the luxury of a dedicated research and development team, but that doesn’t mean that entrepreneurs can’t gain a competitive advantage with some fresh thinking.
In The Breakthrough Brain, Coral McConnon draws upon decades of experience advising global organisations to explore why so many good businesses struggle to generate genuinely original ideas. By unpacking the behavioural science and neuroscience that cause teams to default to familiar thinking, she shows what leaders can do to change things, and how they can develop an environment that cultivates creativity.
Many people believe that they simply aren’t creative, but this book debunks that idea to show that creativity is not an innate talent. As you read you may recognise elements that may be blocking your own creative thinking, whether that is pressure to deliver, decision fatigue, fear of failure or just busyness juggling the day-to-day demands of running a company.
The lessons in The Breakthrough Brain are particularly relevant for growing businesses, and you will quickly pick up insights that can be applied across marketing, product development, customer experience and strategic planning. It is accessible without oversimplifying the science, and could just help spark that idea that allows you to move beyond ‘business as usual’.
The Breakthrough Brain: The neuroscience of creativity for smarter early-stage innovation by Coral McConnon is out now, published by Practical Inspiration Publishing.
