The director of education told us she regards the phrase as "misleading" - private industry shouldn't actually run the Action Zone, just come up with good ideas.

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As Toyota discovered with lean manufacturing, production-line workers, given the chance, can come up with plenty of good ideas to improve productivity.

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Simply buying good ideas, rather than the firms that come up with them, is often a better ruse.

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And the fact that the Newsweek was able to come up with ideas that made it past that gauntlet and got readers enabled them to work very good deals with advertisers.

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Instead, good companies give them a strategic role, put them on key committees and expect them to come up with ideas on the most effective ways of putting their human assets to work.

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