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By 1970, research had shown that groups of people who sat quietly listing their ideas on their own pad of paper generated more ideas than a comparable group of people brainstorming. This finding led to the development of Brainwriting.
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Constancy means that an individual becomes wedded to one way of looking at a problem or to using one approach to define, describe, or solve it. It is easy to see why constancy is common in problem solving since being constant, or consistent, is a highly valued attribute for most of us. We like to appear at leas moderately consistent in our approach to life, and constancy is often associated with maturity, honesty, and even intelligence.
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There are a number of creativity procedures that can be used to help you discover new mind funnels and generate how-to statements that reflect new perspectives on a problem situation. Let's look at some of these.
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Management must recognize the risk/reward relationship and find organizational mechanisms for handling it. And it must communicate a clear understanding that reasonable risks are acceptable, since they are the handmaidens of progress. On the innovative front, two methods are available for dealing with risk: diversification and cheap failures. They can and should be used in concert.
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Database marketing is now an essential part of marketing in many industries. The main principle of database marketing is that at least part of the communication organizations have with their consumers is direct. From this simple principle has grown a whole new discipline. However, it has not grown that quickly. The seeds of database marketing as we use it today were sown in the 19th century by the US mail order industry, which served so well the needs of remote farmers, ranchers, settlers and new townships.
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