Business - Kiirsten May, Alex Varricchio

The Proximity Paradox

The Proximity Paradox: How to Create Distance from Business as Usual and Do Something Truly Innovative explores why organizations often struggle to innovate despite valuing creativity. Written by marketing leaders Kiirsten May and Alex Varricchio, the book introduces the concept of the Proximity Paradox—the idea that being too close to everyday operations can limit fresh thinking and creative problem-solving. Through practical strategies, real-world examples, and interactive exercises, the authors show how individuals and teams can create the mental and organizational space needed to generate innovative ideas while balancing the demands of execution. Ideal for business leaders, managers, entrepreneurs, and creative professionals, this book offers actionable insights for fostering a culture of innovation and driving meaningful change.

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