While many people in business have strong analytic skills, creativity has been undervalued in many organisations. The authors draw attention to creative thinking and action and how this can be used to solve business problems and improve performance. They show how some companies have achieved success as a result of creativity and provide a step by step guide for companies and individuals to become more creative. The book also contains numerous scenarios that encourage the reader to solve problems imaginatively and to apply these creative thoughts to their own business problems.

Autorentext

CHRIS GENASI is a public relations consultant with over 18 years experience. He runs his own consultancy, called Eloqui, and advises multinational organizations on how to protect and promote their reputations and brands. He has worked in Europe and in the USA and has developed a range of creative techniques that have been behind many high profile PR campaigns for companies such as Unilever, GE, General Mills and Royal and Sun Alliance. Chris is the author of several books on public relations, the most recent being Winning Reputations - How to be your own Spin Doctor. TIM BILLS is Chief Executive of one of the largest privately owned lifting gear companies in the UK. Creative thinking and brainstorming form the basis of his strategy for expanding a traditional engineering business into new markets. As the second generation in a family business, Tim has also overseen a transformation in the company's culture into one that encourages debate, is open to question and most importantly - that fully embraces the need for change.

Inhalt

The Creativity Crisis and How We All Suffer from it How Creativity Can Change Your World What is Creativity Characteristics of Creative People Characteristics of Creative Companies How to be More Creative: A Step-by-Step Guide Creative Thinking Techniques and Tips Creative Networks Mini Case Studies