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through for bottom-up inspiration . Each item is documented and logged into a knowledge management system so that information about the collection can be made available over the company ’ s intranet . 5 When IDEO designers are having trouble solving a difficult problem , for instance , they ’ ll often look through the “ Tech Box ” in hopes that one of the items will trigger an idea that will ultimately lead to a solution . Indeed , perhaps one of the most magical moments of the innovation process is when the top-down ( big picture ) and bottom-up ( procedural ) approaches meet to produce a Eureka breakthrough .
The solution to a problem can sometimes come from the most unlikely sources , and it ’ s often the intersection of different fields that results in major innovations . 6 That ’ s why companies like IDEO assemble teams in which anthropologists , designers , engineers , and other specialists work side by side . Each of those individuals might look at the same problem in very different ways because of the lens of their experience , education , training , and so on . And so it is that leading magicians train them- selves in multiple disciplines ( and draw upon these during the creation and execution of their acts ). Even magic that appears simple combines applied psychology and findings from neuroscience , principles of mechanics , and often specialised knowledge such as scuba , locksmithing , or pyrotechnics . 7 Innovative magicians , by necessity , must often build their own props or devices , possess a variety of fabrication and repair skills , and become adept with materials , methods , and tools .

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5 . Stefan Thomke and Ashok Nimgade . “ IDEO Product Development .” Harvard Business School Case 600-143 ; Tom Kelly , The Art of Innovation , Crown Business , 2001 . 6 . Lars Bo Jeppesen and Karim Lakhani , “ Marginality and Problem Solving Effectiveness in Broadcast Search ”, Organization Science , Volume 21 , Issue 4 , September 2010 . 7 . Stephen L . Macknik , Susana Martinez Conde , and Sandra Blakesless , Sleights of Mind : What the Neuroscience of Magic Reveals about Our Everyday Deceptions , Henry Holt and Co ., 2010 .