Why Not? How to Use Everyday Ingenuity to Solve Problems Big and Small

Why Not? is a groundbreaking discussion on how to generate powerful ideas and solutions that turn into practical and innovative new products, services and solutions through understanding the role of products and brands in consumers’ daily lives.

In this book, Barry Nalebuff and Ian Ayres reflect on questions they’ve asked throughout their careers and attempt to solve problems, bringing fresh ideas to market – from insurance that protects against a decline in your home’s value to Honest Tea, bottled iced tea that actually tastes like tea. The book is illustrated with examples from every aspect of life, and it offers simple techniques for generating ingenious solutions to existing problems, and for applying existing solutions to new problems. Why Not? will help you take the things we all see, every day, and think about them in a new way.


“Authors Barry Nalebuff and Ian Ayres have produced an engaging – dare we say innovative? – guide to stoking creativity.”

-The Boston Globe, October 19, 2003

“Barry Nalebuff and Ian Ayres toss out so many ideas…that it makes you dizzy. And makes you think too.”

-New York Times, August 10, 2003

“Golden book of bright ideas.”

-Kiplinger’s Personal Finance, February 2004

Meet The Expert

Expert Image
Erich Joachimsthaler, Ph.D.

CEO & Founder

Erich is a rare combination of consultant, entrepreneur, academic, researcher, author and positive contrarian. He is the Founder and CEO of Vivaldi, which is a 150-person independent strategy, brand, and innovation marketing consulting firm . Time permitting, Erich also serves as a Visiting Adjunct Professor of Business Administration at IESE since 1995. He first joined IESE full-time professor in 1989 after completing his Post-Doctoral Fellowship work at Harvard Business School. IESE is ranked globally one of the top ten MBA programs in 2017, and is ranked the world’s No. 1 executive program by The Financial Times in 2015 and 2016.