In “Think Bigger: How to Innovate,” Sheena Iyengar, an expert in the science of choice, tackles the challenge of generating groundbreaking ideas. The book is grounded in the latest neuro- and cognitive science research, offering practical steps for fostering creative thinking. Iyengar, renowned for her work in choice and innovation, provides an evidence-backed method for idea generation, developed over a decade of research. Challenging the notion that only a few are capable of big ideas, this book serves as a guide for anyone aiming to innovate and create. As the author of the best-selling “The Art of Choosing,” Iyengar’s expertise lends credibility and depth to her insights on creativity and decision-making.
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