This book examines how organizations can best develop and manage a creative environment and creative potential. The authors argue that organizations consist of people who have creative potential to think in new ways and yet are often denied the opportunity to do so. The goal of the organization should be to create a structure and culture that encourages the conditions in which creativity can flourish. This will generate significant competitive advantages for the organization by offering clear differentiation, by communicating positive brand attributes to stakeholders that will strengthen the organization's intangible assets and by providing a creative and challenging environment that will attract and retain the best staff.
'Essential reading for anybody who wishes to better understand the vital and complex role that creativity plays in successful business.' - Sir Terence Conran
'Inspiration will help you to unlock the creative potential of you and your staff.' - Internet Works