Juice by Evan I. Schwartz
Juice: The Creative Fuel That Drives World-Class Inventors
by Evan I. Schwartz
$24.95 Hardcover 224 pages
(September 1, 2004)
Harvard Business School Press
300 North Beacon St.
Watertown, MA 02472 USA
(617) 783-7500 Fax: (617) 783-7555
Sharon Rice, Publicity Manager
Julie Devoll, Senior Publicist
Susan Minio, Senior Publicist
About the Author
Evan I. Schwartz is a contributing writer for MIT's Technology Review and a
former editor at BusinessWeek. He is the author of The Last Lone Inventor,
Digital Darwinism, and Webonomics.
"There's never been a better time to have big ideas." --from the Foreword by
Creating new possibilities. Finding hidden problems. Blasting through
knowledge barriers. That's the job of inventors. And just as invention has
fueled the progress of humankind for centuries, the same thinking patterns
that produced breakthroughs from the steam engine to the gene sequencer will
spawn the inventions on which we'll build our future.
But what drives invention? Where do the mental leap, the "Aha!" and the
"Eureka!" come from? What makes one person, company, or country more
inventive than another? What motivates someone to search for a problem,
brainstorm a solution, and create that next big thing?
This groundbreaking book takes us inside the laboratories and the minds of
some of today's most prolific inventors to demystify the process by which
they imagine and create. Evan I. Schwartz argues that invention is less
about serendipity and genius than it is about a relentless inner compulsion
to question and discover. This creative energy, says Schwartz, is the
fuel-the "juice"-that drives the best inventors. And this special form of
creativity is latent in each of us.
Juice juxtaposes the stories of classic inventors with a new breed of
innovators, such as hypersonic sound inventor Woody Norris, genomics pioneer
Lee Hood, mechanical whiz Dean Kamen, business systems inventor Jay Walker,
and biomimicry trailblazer James McLurkin. Schwartz reveals the brilliant
strategies-such as crossing knowledge boundaries, visualizing results,
applying analogies, and embracing failure-that enable inventors to transform
improbable ideas into reality. We learn, for example, how a connection
between slot machines and pill-bottle caps might improve the world of
preventive medicine; how mud and weeds are being used to help carry a nation
out of poverty; and how the development of a diagnostic nanochip could
extend human lifespans.
Powerful and inspiring, Juice will convince you that anything imaginable is
possible. There is so much left to be invented. Let's turn on the juice.