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Nathan Furr
Associate Professor of Strategy
Journal Article
Furr N., Dyer J., Nel K. (2019). When Your Moon Shots Don’t Take Off: How Science Fiction and Other Unconventional Tools Can Fire the Imagination and Lead to Breakthrough Growth Harvard Business Review, 97(1), pp. 112-117.
Many companies looking for breakthroughs struggle to move beyond incremental ideas, because cognitive biases trap people in the status quo and prevent them from seeing big opportunities. But four tactics can help firms overcome biases and think far more creatively: