Brainstorming is often the go-to method when we're faced with challenges and stumped for solutions.  But it can be a highly flawed experience - there is a lack of direction and focus that rarely results in true innovation. And the term "think outside the box", can have the opposite effect of inspiring creativity. Alan Iny, the Senior Specialist for Creativity and Scenarios at the Boston Consulting Group and co-author of Thinking in New Boxes, joins us to explore exactly why "out of the box" is not sufficient, and how to find useful and practical new boxes, for sustainable creativity.