The Medici Effect
What Elephants and Epidemics Can Teach Us About Innovation

Why do so many world-changing insights come from people with little or no related experience? Charles Darwin was a geologist when he proposed the theory of evolution. And it was an astronomer who finally explained what happened to the dinosaurs. Frans Johansson's The Medici Effect shows how breakthrough ideas most often occur when we bring concepts from one field into a new, unfamiliar territory, and offers examples on how we can turn the ideas we discover into path-breaking innovations."Mashing up concepts like this in seemingly random ways encourages our brains to think non-linearly, and often results in surprisingly original ideas." ---NOW Magazine