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Surprisingly, the origins of this research is not that long ago: Sid Parnes’ partnership with Alex Osborn provided the first explicit process for creative problem-solving with “brainstorming” in the 50’s. Around the same time, Bill Gordon and George Prince were conceiving “synectics”, using insights from their inventing sessions for clients of Arthur D. Little. In the 60’s, Ted Levitt created a new worldview with his article in HBR, Marketing Myopia, where he introduced the idea of viewing products as “jobs to be done”. (A concept since advanced by Clayton Christensen and many others.) George T. Land is the seminal thinker behind Transformation Theory and the author of Grow or Die: The Unifying Principle of Transformation. 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How Small, Local Wins Can Lead to Big, Global Successes in Hospitality by Teresa Amabile “As hospitality guru Danny Meyer says, it is imperative to deliver not only a high-quality product, but also “enlightened hospitality” – an outstanding customer experience with that product. 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