A dull title doesn't necessarily mean a dull book (see our own woefully titled Creativity and Innovation for Managers, for example) - not even if it's written by academics, and though this is certainly no light read, Goldenberg and Mazursky's book has enough well worked examples to keep the interest. At its heart is the concept of Creativity Templates. To get an idea of what these are (and also to realise why this isn't going to be a light read), the approach is, in the authors' words: a well-defined ideation framework integrating three major invention-enabling perspectives. That's okay, then.

It's easy to be glib, but in fact these templates do provide an effective mechanism for devising new and particularly enhanced products. They work, strangely for a creative process, by providing a restricted opportunity for development rather than total blue-sky thinking, and generally move from form to function. There is good evidence in the book, and from the companies who have used this method that it's a powerful way of improving your products - and well worth the hard work it's going to take to cope with this book. Only one concern - this doesn't appear to be approach that's going to do anything radical. It's not going to reinvent things - so it's great if you want a better widget, but not if you want a total change of direction to a brand new wodget.
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If this is your kind of book, you might also be interested in Rawlinson & Straker's How to Invent Almost Anything