Author: Douglas Rushkoff
The first line of Get Back in the Box pretty much sums up the book. “There is no Next Big Thing. In fact, the more things seem to change, the better opportunity you have to stay the same.”
Rushkoff, who is a writer of ten-or-so bestsellers, explains throughout this book that the best way to innovate is to focus on your core competencies, create an innovation conducive work environment, and focus on your customers needs. Pretty straight-forward, but very insightful into the way to do this and full of all sorts of examples. Th interview by Kris Krug in the review snippets is great as well.