Contents
Chapter 1 Introducing Thematic Thinking: Start Seeing the World with Both Eyes
Avoiding the Innovation Dead End: Reconsidering What’s “Distant” to Your Core Business
Chapter 2 Behind the Themes: How Thematic Ideas Are Motivated
Four Types of Motivation for Thematic Ideas
Reaching Untapped Customer Groups: Base of the Pyramid Innovation
Insights from the Base of the Pyramid
Chapter 3 Kind(s) of Similar: Defining the Basics of Thematic Thinking
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