Using this simple, proven method, anyone can come up with novel ideas for solving problems of all kinds. In this refreshing, positive, and powerfully written book, we learn something critical about creativity and innovation - it's not just for engineers and rocket scientists, and it's not just about the cutting edge and the revolutionary. Nalebuff and Ayres show that every one of us can be innovators - changing the world in big and small ways using not the latest technology, but good, old-fashioned ingenuity. The book is packed with examples of how Why Not thinking has helped solve - or could solve problems in business, politics, and everyday life. "Authors Barry Nalebuff and Ian Ayres have produced an engaging - dare we say innovative guide to stoking creativity." - "Boston Globe". "Whew! Barry Nalebuff and Ian Ayres toss out so many ideas, from the oddball to the audacious...that it makes you dizzy. And makes you think, too...Light bulbs pop, and the reader mutters, 'Why not, indeed?'" - "New York Times". Here is a primer for fresh business thinking - for problem solving with a purpose. Illustrated with examples from every aspect of life, this book offers simple techniques for generating solutions to existing problems, and for applying existing solutions to new problems. "Why Not?" will provoke you to find new business opportunities using everyday ingenuity. Great ideas are waiting. Why not be the one to discover them?