Experience Stern | News & Events

Excerpt from The Wall Street Journal -- "Executives in the class will identify and challenge conceptual frameworks about products and pricing that have restricted their creativity and have kept them thinking about business the same way for years. For example, if a cellphone doesn't work, a traditional assumption would be that its battery needs to be recharged. Mr. Williams wants his students to reject traditional assumptions and think in terms of 'unreasonable provocation'—thoughts that will get creative juices flowing. A better question, he says, could be why a cellphone needs a battery at all."

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