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Luc de Brabandere
Boston Consulting Group
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Luc de Brabandere

Company: Boston Consulting Group
Title: Fellow & Senior Advisor

THINKING IN NEW BOXES. Creativity, it is said, demands the ability to unshackle ourselves from conventional ways of thinking, to “think outside the box.” According to Luc, we need to go a step further. Once outside the box, we need to construct a new box or boxes (that is, new intellectual frameworks or models) to help us structure our thinking. Only once we have done so we can generate truly game-changing ideas.