Thinking outside the box isn't just a cliché -- it's a ridiculous request. The brain organizes everything in categories. So what really gives you an innovation edge, argue Luc de Brabandere and Alan Iny in Thinking in New Boxes, is finding the right boxes. When Bic execs started viewing their company as a maker of disposable products, not just pens, it became a market leader for decades. Learn how to re-envision your business the same way.