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Jingdong book

创新的本能：类比思维的力量

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Jingdong book

创新的本能：类比思维的力量

Name: 创新的本能：类比思维的力量
Brand: Jingdong book
SKU: 3110001341
Price: 41.03 USD
Availability: OutOfStock

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史蒂夫·乔布斯描述苹果公司创造的电脑是“思想的自行车”—— 一种能够使人们的思想达到想象中任何角落的工具，并且功能多样。他用类比介绍了这一引领信息时代的创新发明。同样的，当我们向他人介绍自己的新想法或发明的新事物时，常常使用类比。

1. 创新不是凭空想象，而是将A事物类比作B事物，或将A事物的原理类比运用到B事物。类比是创新根本的方法，提供创业思路。

2. 类比不仅用作发明创造，也用于向他人传递思想、介绍产品时的语言表达，简单易懂。运用类比表述观点，能够直抵人心，提供营销手段。

3. 与人对话中运用类比，也会妙趣横生。

事实上，正是对类比的构思和探索给人以启发，鼓舞人不断推进世界上重要的科学发现和创造，不断突破商业的发展进程。

比尔·克林顿总统的演讲撰稿人约翰·波拉克通过《创新的本能：类比思维的力量》揭示了真实类比的说服力和创造力，解析感知世界和塑造世界的创新本能。

Content Description

硬币给了约翰内斯·古登堡发明活字印刷机器的创意，肉类加工厂激发亨利·福特发明了*一条流水线。这些突破不是巧合，亘古及今，人类进步总是由类比本能激发。研究表明，除了偶然发现以外，那些取得重大突破的发明者一般都是通过类比，瞥见可能发生的情况，追求下一步创新。

一旦开始给予类比密切的关注，我们就会发现它在生活中随处可见，来去匆匆。真实类比推进创新的同时，虚假类比也会使我们陷入窘境，《创新的本能：类比思维的力量》揭示真是类比的五大标准：

·以熟悉的事物解释不熟悉的事物

·强调相似性，隐藏差异性

·识别有用的抽象概念

·讲述连贯的故事

·唤起情感共鸣

只有揭示类比这一创新本能的本质，才能避免误入歧途，探索真实类比带来的商机与发展。

Author Description

约翰·波拉克（John Pollack），比尔·克林顿总统的演讲撰稿人。除了在白宫工作，约翰·波拉克花了超过10年的时间担任财富500强公司的通信顾问和公共部门领导。在此之前，他担任过美国国会演讲撰稿人和美国驻西班牙记者，并在象征美国创新发展的亨利·福特博物馆担任项目经理。

著有《软木塞船》（Cork Boat）和《双关语照常升起》（The Pun Also Rises），现居纽约市。

Comments

从启发亨利·福特发明*一条流水线的芝加哥血腥屠宰场到把美国卷入越南战争的“多米诺骨牌理论”，再到史蒂夫·乔布斯把苹果电脑比作“思想的自行车”，类比在塑造我们今日世界的过程中起到了推动作用。

这本书使人打开眼界，令人兴奋又能解决困惑。约翰·波拉克在这本著作中阐述了类比激发我们的思维、影响我们的决策，说服他人接受我们的新观点。一旦你理解波拉克充满智慧的论述，决不会再次低估类比的力量。

——杰克·拉科夫，斯坦福大学历史与政治学教授、普利策奖获得者

波拉克用简介的语言切中要害：我们通过类比交流、思考、学习，发现新事物。这本书充满了令人着迷而有趣的例子。

——斯科特·佩吉，密歇根大学复杂系统研究中心主任

本书向我们展示了类比获胜的方式和原因。

——洛雷塔·乌切利，克林顿总统的白宫通信部主任

Catalogue

序言

第1章从苹果到橘子：类比本能激发思维

第2章三振出局：类比塑造结果

第3章 T骨模型：类比激发创新

第4章美国的早晨：类比具有说服力

第5章顾全大局：如何选择更好的类比

致谢

Book Abstract

类比思维就如人类物种一样古老。实际上，没有类比思维，人类就不可能存在。想象几百万年前东非一个炎热的中午，我们的祖先停下来到小溪边喝水的情景，可以推测出，有些人能够更快、更准确地区分潜在水下的多节棕色鼻子的鳄鱼与多节棕色突出的木头之间模糊又不完整的图案，便能更好地探测到危险，从而享有明显优势而获得生存机会。有些人看不出木头和鳄鱼之间的差异，陷入缺失的视觉间隙中，暗示着这些潜在危险会使他们成为鳄鱼的午餐。

如前所述，人类不是唯一能辨认图案或对随之发生的事情做出快速反应的动物。能辨认图案是因为伪装普遍存在于自然界中，动物已经适应与周边环境融为一体。其他的动物则采取相反的战略，模仿那些没有吸引力或有可能吃掉它们的具有威胁的动物的外表。但是，尽管许多动物都擅长这样的比较，证据表明只有人类才能使用深层次的类比思维，鉴别或发现超越表面概念的相似性。

研究者探索类比在人类思维中的作用时发现，类比可能是所有决策的核心。《表现和本质》的作者、心理学家道格拉斯·霍夫斯塔特和埃马纽埃尔·桑德是研究类比的专家。他们认为，不管我们是在一家新餐馆点菜、过马路前看两边，还是认为一条靠近的黄金猎犬没有以前看到的罗特韦尔犬有威胁性，我们都是在与过去已经分类且易于参考的经历进行一系列的类比。

这样的类比太普遍，以致我们意识不到自己在进行类比，甚至当输入的数据要求我们做出较高层次的决策或在执行刚要传递到的有意识的评估前，无意识状态会做许多筛选和组织。为了更好地了解这种情况，想象一下美国白宫是如何加工、评价、过滤那些想引起总统注意而不断抗议的人群拨打的成千上万的电话、信件和电子邮件的。只有小部分信息可以被传递到美国总统办公室，得到总统的查看、考虑并采取可能的执行行动。那些特别涉及关键立法或国家安全的紧急事务会在议事日程中优先处理。

其他的信息，比如来自苦苦挣扎的市民的信件，可能不太紧迫却很重要。虽然总统读到的所有信件的内容都是独特的，但是这些信件是数百上千封同类信件中的典型代表。实际上，其他相似的信件在每个细节上是不同的，但是它们具有同样的要点，正是在这种环境中，总统阅读时会凭借直觉与类比，从中揭示出更大的社会、经济或政治诉求，以及深层次的真相。

事实上，这就是大脑运作的过程。每天，我们所有人都在不断评估大量来自视觉、听觉、触觉、嗅觉的数据，找到广泛存在的因果事件之间的相关性和实用性，从而指导我们的决策。

“如果一个人从不相信类比，他怎么能理解世界上的事情呢？当他面对新情况，除了过去的经历，还能依靠什么做出基本的决策呢？”霍夫斯塔特和桑德在书中写道，“当然，实际上，所有的情况，从最大、最抽象的情况到最小、最具体的，都是新的。”

……

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