Innovation tips from "The Princess Bride"? Inconceivable!

12/13/2012 | Fast Company online

The book and movie "The Princess Bride" came about because screenwriter William Goldman asked his two daughters what subject they'd like him to write about. One asked for a story about a princess, the other for a story about a bride -- and so Goldman was forced to find a way to shoehorn the two concepts together. That shows the power of "semantic intuition," in which people name solutions before actually coming up with them, Bryan Mattimore writes.

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