Differential Cogitation: Fox College of Business

Many scholars in neuroscience and psychology have talked about how our brain works or how it affects our behaviour. However, those studies have nothing to do with creativity training. The relationship is like the one between medical doctors and athletic training. You will not consult a doctor about how to play basketball or football well although sports are related to our body. Similarly, we will not consult a neurologist or a psychologist about how to think creatively although it is related to our brain. People always say "Think outside of the box!" and show you success stories of such a creative thinking method, but no one can show you exactly How to think outside of the box? Learning how to think creatively is like learning how to drive a car. The engineers may tell you how a car works, the mechanism of an engine, the transmission, steering and braking systems. They may also tell you all the terminologies of a car, brake bias, fuel injection, PSI, etc. However, knowing all those things will not make you a good driver. People who say "Think outside of the box!" is like shouting "Drive Safe!" to a teenager without a driver's license but tries to drive a car. They cannot help or teach the teenager how to drive just by telling them to do so. A book that tells you how your brain works or how to define problem-solving techniques cannot help or teach you how to think creatively. In other words, you cannot think outside of the box just by knowing the terminologies and how our brain works. Differential Cogitation will tell you how to make your brain work and how to solve problems so that you can think like a CEO! Become a Professional Problem Solver! Differential Cogitation provides you with a set of creativity techniques and a system for problem-solving that will help you to solve problems like a CEO, see the bigger picture, be more creative thus create better outcomes in your work and your life. This book is an SOP for problem-solving and creative thinking. Every person who wants to be more creative should read it.