aem120-9-5 - 9/5 Chapter 3 Recognizing Opportunities The...

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9/5 – Chapter 3: Recognizing Opportunities: The Role of Cognition Idea generation o Production of ideas for something new Memory, schemas, and prototypes Mental shortcuts and cognitive traps Ideas occur when individuals use existing knowledge they have gained (and retained) from their experience to generate something new-thoughts they did not have before The raw materials for new ideas and for recognizing opportunities are present in the cognitive systems of specific persons as a result of their life experience o Unique experience o Knowledge o Idea generation A cognitive perspective o Human cognition-the mental processes through which we Acquire information Enter it in storage Transform it Use it to accomplish a wide range of tasks Robert Felton (Indus International) o find out what you're good at, use your skill set to either work for somebody else or start an idea of your own, focus on that goal, and make it happen o just get involved
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