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Why You Should Read “The Imagination Machine” by Reeves and Fuller
How to Spark New Ideas and Create Your Company’s Future
What if imagination isn’t a mystical gift, but a systematic process that can be engineered?
Martin Reeves and Jack Fuller, combining BCG’s strategic insights with neuroscience expertise, reveal a stunning truth: Imagination isn’t random inspiration — it’s a machine that can be built, operated, and optimized.
The Crisis of Imagination
Most companies face an uncomfortable truth: They have lost their ability to imagine. In a world of:
- Exponential change
- Disruptive threats
- Market upheavals
- Paradigm shifts
The ability to imagine new futures isn’t just an advantage — it’s survival.
The Imagination Paradox
Here’s the breakthrough insight: While everyone talks about innovation, few understand its source — imagination. The difference is crucial:
Innovation: Improving what exists
Imagination: Creating what doesn’t exist