Creativity Unlimited: Thinking Inside the Box for Business Innovation

ISBN-13: 9780470770849 / Angielski / Twarda / 2009 / 376 str.

Micael Dahlen

Opis

Flying in the face of current thinking, this book suggests that we do not need to 'think outside the box' in our quest for creativity, rather we should rethink the way we look 'inside the box'. This idea will resonate only too well with those who have endeavoured to be creative by thinking outside that box, only to have their attempts scuppered by the constraints of bureaucracy and organizational politics. Instead of fighting a losing battle, the author suggests that creativity should be worked at within the constraints of the organizational box, but that space needs to be grown and allowed to be shaken up. Only by experimenting, mutating and finding new directions can you uncover business paths that lead to success. The reader is encouraged not to free themselves from all their knowledge and experiences (the thinking outside the box method) but to use their knowledge and experience in new ways. The book is structured around three key steps:

• Expanding the box so that the pieces of the puzzle in it can move around more freely
• Filling the box with even more knowledge, and how to get these new pieces of the puzzle to connect with the existing ones
• Shaking the box so that the pieces fall into new places and form new patterns.

The book shows that anybody can be creative. The creative methods suggested in the book will be linked to real business examples from which techniques have been developed to help their implementation. Numerous exercises and 'eye-openers' form part of the practical implementation of Micael Dahlen's ideas. The book is framed by models and concepts of how creativity works (the creative process, the creative person and the creative result) and what its effects are.

Recenzje

"It′s welcome relief to come across a book on innovation that isn′t full of whacky images and exclamation marks." (Management Today, November 2008)

"...rewarding...should inspire new innovators and help those already engaged in the process to pick a path through the obstacles." (Independent, November 4th 2008)

 

Spis treści

Acknowledgements.

1 Why this book?

PART I: It s About Success.

2 Why creativity?

3 Are you creative?

4 Why is creativity so important?

5 Isn t creativity dangerous?

PART II: Think Inside the Box.

6 What is creativity?

7 The creative result.

8 The creative process.

9 The creative person .

10 Thinking inside the box.

PART III: Expanding the Box.

11 The four walls of the box.

12 The first wall: conventions and rules.

13 The second wall: common sense.

14 The third wall: physiology.

15 The fourth wall: consciousness.

PART IV: Filling the Box.

16 There s no such thing as useless knowledge.

17 The brain is lazy.

18 The power in brands.

19 Associations.

20 The context rules.

PART V: Shaking the Box.

21 Preparations for the final step.

22 Shaking the box side to side.

23 Shaking the box up and down.

PART VI: Congratulations: You ve Become Smarter.

24 Are you a creative business innovator?

Further Reading.

Index

O autorze

Micael Dahlén is a Professor of Business Administration and Marketing Strategy at the Stockholm School of Economics. His award–winning research within marketing, creativity and consumer behaviour has been published in four books and numerous journal articles. His work is used in various educations in Europe, Asia and the United States, and he lectures and workshops frequently in the industry.

Blurb

Creativity is not about taking chances, it is about ascertaining success. In Creativity Unlimited , you will learn that creativity is not about being crazy, and that creative breakthroughs are not exceptions to the rule. The rule is that creativity leads to success. Based on research and documentation of thousands of companies, Micael Dahlén shows how and why creativity is fundamental to success.

Creativity Unlimited is not so much about how other companies and people have been creative, as it is about how you yourself and your company can be creative. All winners train hard, and it is up to you to train your way to creativity.

Remember that Einstein had a surprisingly small brain

Micael Dahlén has skillfully crafted a masterpiece that should be carefully read and digested by all new and seasoned executives alike. Through interweaving current knowledge about product innovation, branding, psychology and evolutionary biology, this book will challenge your thinking about creativity and the product innovation process and if implemented as intended, will no doubt enhance the impact of your product development efforts. Highly recommended.

James H. Leigh, Texas A&M University

Micael Dahlén shows with his book Creativity Unlimited not only what creativity is about but also relates creativity to our daily work as managers in both being creative and building up creativity in our own organisation. I personally found Micael s book very valuable for my own work. It gives me a lot of practical hints how to develop my and my teams creative power.

Dr Jens Effenberger, Volkswagen Light Commercial Vehicles, Hanover, Germany, Director International Sales