1. The biggest surprise for me in this weeks reading was the statement that creativity can be improved. It's strange to think of creativity as something that can be improved because it is not as tangible a talent.
2. The part of the reading that confused me was was the concept that the industry structure drives competition and profitability,
3. Two questions I would ask the author would be "how much energy should be spent to thinking creatively?". The second question I would ask is what is the purpose of the percent of innovation that arises out of a department other than R&D.
4. There is nothing that I disagree on with the author.
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