The Henry Ford Story

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The best practice in the industry back then was the assembly line, which Osmobile was already using. Henry Ford is famous for saying you could have your car in any color you want as long as it's bought. If he asked his customers what they were looking for, they would have told him they wanted a horse and buggy.

We speak with Sheena Iyengar, an expert in the science of choice. Iyengar provides practical steps for generating big ideas by drawing from recent advances in neuro- and cognitive sciences. She upends the myth that only a select few can come up with revolutionary ideas and offers an evidence-backed method for anyone looking to innovate and solve complex problems.

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