Inside vs. Outside
The foundational belief of SIT is that true creativity hides inside the box.
The traditional view of creativity is that it is unstructured and doesn’t follow rules or patterns. That you need to think “outside the box” to be truly original and innovative. That you should start with a problem and then “brainstorm” ideas without restraint until you find a solution. That you should “go wild” making analogies to things that have nothing to do with your products, services or processes. That straying as far afield as possible will help you come up with a breakthrough idea.
In reality, the opposite is true. More innovation – and better and quicker innovation – happens when you work inside your familiar world (yes, inside the box) using five thinking tools that channel your ideation for you.