The Most Basic Unit

In this introductory chapter, the authors make a compelling case for why ideas ought to be seen as the fundamental unit of analysis. They justify the pressing need for an intuitive theory of ideas that is also broadly accessible. They suggest that examining the nature of ideas provides us with deeper insights into creativity and innovation than any single field of enquiry currently permits. The authors provide an outline for their approach on ideas in the book by discussing two broad areas of its application—understanding innovation and the interface between humans and artificial intelligence.

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