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Learn how to channel conventional ideas to bring revolutionary results which streamline the business process in Inside The Box, a book on using what's available to get results. Summary of the Book Despite what management gurus tell us, thinking outside the box isn't always a good thing. In this book, the writers tell readers that conventional ideas can be used to build extraordinary results, solving problems that would have otherwise depended on risky new solutions which upset the process. Using examples from the real world, such as Philips and its strategy towards using subtraction to create slim-line DVD players and the iPhone app FourSquare which provides services that change according to the user's location, this book shows how working with what is familiar to form inventive ideas which don't upset the process flow can be more productive and remarkable than out-of-the-box ideas. In doing so it reveals that ideas come from five simple techniques: subtraction, unification, multiplication, division and dependency. About the Authors Drew Boyd is a thought leader and the Assistant Professor of Marketing and Innovation and the Executive Director of the Master of Science in Marketing Program at the University of Cincinnati. Jacob Goldenberg is the head of the Marketing department at the Hebrew University of Jerusalem and the Professor of Marketing at the School of Business Administration. He has been featured by the New York Times, Wall Street Journal, Boston Globe, BBC News, Wired and Economist.