Art Markman, co-author of "Tools for Innovation", quoted in The New York Times
Posted: October 3, 2009
In an article discussing the importance of linking an innovation to something familiar, Art Markman, Annabel Irion Worsham Centennial Professor of Psychology and Marketing and co-editor of Tools for Innovation, says that, “What category you place something in has a huge influence on how you view its basic properties...The category signals not only a set of features to expect, but at a more basic level, when and how you should use the novel item."
-Art Markman, in "It’s Brand New, but Make It Sound Familiar", The New York Times, October 3, 2009
Tools for Innovation was named by BusinessWeek magazine as one of their top summer reads on innovation.