"Brainsteering" authors Kevin P. Coyne and Shawn T. Coyne March 15th at 7pm EST

Join Conversation Crossroad hosts Betty-Lynn and Garrison for their interview with Kevin P. Coyne and Shawn T. Coyne, authors of the hot new business book, Brainsteering. To generate creative ideas, most people still rely on brainstorming and “thinking outside the box” – even though study after study has shown that this outdated approach just doesn’t work. In BRAINSTEERING: A Better Approach to Breakthrough Ideas, former McKinsey consultants Kevin P. Coyne and Shawn T. Coyne reveal a powerful new approach to creating better ideas by taking traditional brainstorming and “steering” it in more productive directions. Drawing on more than a decade of research, the authors demonstrate how Brainsteering better reflects the way people actually think and work in problem-solving situations, and why intertwining creative (right brain) and analytic (left brain) thinking can generate powerful new paths to ideas. As the Coyne brothers explain, we all need to generate great ideas. Just as a CEO or entrepreneur needs to develop new ideas or cost-cutting measures for their company, a mom wants to create a memorable birthday party, and a TV producer constantly has to come up with fresh story ideas. With the Brainsteering approach, you can dramatically raise the odds of developing more and better ideas of almost any kind – from implementing a new manufacturing process to selecting an unforgettable gift for someone you love.