2. Since graduating from Columbia Business
School in 1967, Arthur J. Samberg has
amassed more than 25 years of experience
in investment and finance. Art J. Samberg
gives back to schools and charities such as
Morgan Stanley Children’s Hospital, where
he serves as a trustee. At present, Art
Samberg is the owner of Hawkes Financial
Services LLC.

3. Today more than ever before, businesses depend
on creative ideas and their implementation. But
what factors result in a successful creative idea?
Professors from Columbia Business School
conducted extensive research and reached the
conclusion that a creative idea with prospects walks
a fine line between familiarity and novelty.
Consumers and investors alike want new products,
but not necessarily those that are so unfamiliar that
they lack something at which these individuals can
grasp.

4. Using smartphone apps as a test, the Columbia
professors established a baseline of 500
concepts typically associated with health apps.
In their experiments, they found that app
developers would need to list at least 3 of the
500 baseline apps for the app to seem familiar.
With that qualifier met, the developer was free
to suggest a novel idea, one not commonly
seen in health apps. So long as consumers had
the three familiar elements to cling to, they
would be more willing to take a chance on the
novel concept.