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The Myths of Creativity: The Truth About How Innovative Companies and People Generate Great Ideas by David Burkus

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11

The Mousetrap Myth

If you build a better mousetrap, the world will beat a path to your door. We've all heard that saying before. It's become quite a popular maxim. It's a catchy line, and it offers some hope to those who are working on seemingly great ideas. But it also turns out to be really bad advice. In fact, that saying is the perfect encapsulation of the Mousetrap Myth. Belief in this myth is built on the assumption that once you have a creative idea or innovative new product, getting others to see its value is the easy part, and that if you develop a great idea, the world will willingly embrace it. We expect a celebration when the product launches or our new work is on display. But this is often not the case. In fact, it is rarely ...

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