Pre-order Jeff Degraff's new book The Innovation Code: The Creative Power of Constructive Conflict, and receive one free access to the digital Certified Professional Innovator course ($100 value) and an invite to a free webinar with Jeff!
Pre-order Jeff Degraff's new book The Innovation Code: The Creative Power of Constructive Conflict, and receive one free access to the digital Certified Professional Innovator course ($100 value) and an invite to a free webinar with Jeff!

Purchase the book for $24 when you pre-order now!

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Harmony is sublime in music, but it’s deadly to innovation. The only way to create new, hybrid solutions is to clash. Innovation happens when we bring people with contrasting perspectives and complementary areas of expertise together into one room. We innovate best with people who challenge us, not people who agree with us.

It sounds like a recipe for chaos and confusion. But in The Innovation Code, Jeff DeGraff (the “Dean of Innovation”), and Staney DeGraff introduce a simple framework to explain the ways different kinds of thinkers and leaders can create constructive conflict. They show you the four steps to normalize conflict, channel it, and develop something completely new, using tools, methods, examples, exercises, and assessments.

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“The most undervalued element of innovation is tension. The push and pull between diverse perspectives has generated some of the world’s most surprising breakthroughs. Jeff DeGraff shows how to stoke this kind of positive conflict among the Artists, Engineers, Sages, and Athletes in your organization.” – Beth Comstock, Vice Chair, Business Innovations, General Electric
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“With a lot of experience working with Fortune 500 companies, Professor DeGraff shares his insights and shows you the practical tools to develop the competency and culture to innovate inside your organization.” – Marshall Goldsmith, The international best-selling author or editor of 35 books including What Got You Here Won’t Get You There and Triggers
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The Innovation Code shows you how to play to win the innovation game. Whether you’re managing a professional sports team, or any other kind of organization, or just trying to develop your own skills, The Innovation Code is the playbook for you.” – RC Buford, General Manager, San Antonio Spurs