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Skip to content Sections SEARCH SUBSCRIBE FOR €0.50/WEEKLog in Wednesday, April 26, 2023 Today’s Paper SUBSCRIBE FOR €0.50/WEEK Opinion|If There Are No New Ideas, How Do We Keep Innovating? https://www.nytimes.com/2023/04/24/opinion/sheena-iyengar-innovation.html * Give this article * * Advertisement Continue reading the main story Subscriber-only Newsletter PETER COY Opinion IF THERE ARE NO NEW IDEAS, HOW DO WE KEEP INNOVATING? April 24, 2023 Credit...Illustration by Sam Whitney/The New York Times: image by CSA Images/Getty Images * Send any friend a story As a subscriber, you have 10 gift articles to give each month. Anyone can read what you share. Give this article * * * Read in app By Peter Coy You’re reading the Peter Coy newsletter, for Times subscribers only. A veteran business and economics columnist unpacks the biggest headlines. Get it with a Times subscription In 1903, Mark Twain wrote a letter to Helen Keller. She had been accused of plagiarism. Twain consoled her, writing that “substantially all ideas are second hand, consciously or unconsciously drawn from a million outside sources.” He went on: “It takes a thousand men to invent a telegraph or a steam engine, or a phonograph, or a telephone, or any other important thing — and the last man gets the credit and we forget the others. He added his little mite — that ninety-nine parts of all things that proceed from the intellect are plagiarisms, pure and simple.” The whole, glorious passage is here. Now comes a book by Sheena Iyengar, who is herself blind, that I’m tempted to call original, except that she (like Twain) would undoubtedly insist that there’s nothing new under the sun. In “Think Bigger: How to Innovate,” Iyengar writes that thinking bigger is about assembling old ideas in a new way. Sounding much like Twain in 1903, she writes that all successful innovators are “strategic copiers,” who “learned from examples of success, extracted the parts that worked well, imagined new ways of using those pieces, and combined them to create something new and meaningful.” Advertisement Continue reading the main story -------------------------------------------------------------------------------- Subscribe to The Times to read as many articles as you like. nytimes.com/subscription SITE INDEX SITE INFORMATION NAVIGATION * © 2023 The New York Times Company * NYTCo * Contact Us * Accessibility * Work with us * Advertise * T Brand Studio * Your Ad Choices * Privacy Policy * Terms of Service * Terms of Sale * Site Map * Canada * International * Help * Subscriptions You’ve reached your limit of free articles. Already a subscriber? Log in. The New York Times: Digital and Home Delivery Subscriptions READER FAVORITE BASIC SUBSCRIPTION Introductory offer: Get unlimited News access for €0.50 a week. €2 €0.50/week Billed as €8 €2 every 4 weeks for the first year. Cancel or pause anytime. Subscribe now -------------------------------------------------------------------------------- Offer Link -------------------------------------------------------------------------------- Offer for a New York Times News subscription; current subscribers not eligible. Subscription excludes print edition. Subscription also excludes digital access to New York Times Games, Cooking, Wirecutter or The Athletic. Your payment method will automatically be charged in advance the introductory rate every 4 weeks for 1 year, and after 1 year the standard rate every 4 weeks. Your subscription will continue until you cancel. Cancellation takes effect at the end of your current billing period. Taxes may apply. Offer terms are subject to change. © 2023 The New York Times Company HelpFeedback Not ready to subscribe? Tell us why -------------------------------------------------------------------------------- Your tracker settings We use cookies and similar methods to recognize visitors and remember their preferences. We also use them to measure ad campaign effectiveness, target ads and analyze site traffic. To learn more about these methods, including how to disable them, view our Cookie Policy. By clicking "accept", you consent to the processing of your data by us and third parties using the above methods. You can always change your tracker preferences by visiting our Cookie Policy. ACCEPT REJECT plus-icon check Subscribe to The Times to read (and print) as many articles as you’d like. nytimes.com/subscription