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Paul Birch and Brian Clegg

Out of print but usually some cheap copies on Amazon:

To quote the introduction:

Business creativity is not about change for its own sake. It is a means of differentiating your business and products from the competition, or of finding a solution to a problem which cannot be resolved by relying on following the well-trodden paths of history.

To many of us, creativity does not come naturally. We are aware of a few individuals who we can label as 'creative', but do not feel ourselves capable of new and original thinking. In part this is self preservation. If we were innovative about every act, we would never get anything done. The smooth flow of life depends on the presence of a solid foundation of habit and good practice. Yet important decisions and new ideas need a stronger basis than the repetition of past actions. Luckily, techniques can be learned to develop creativity in all of us. This is not an approach for the specialist few, but for all business decision makers and problem solvers.

The reality of business today is that you need to be in a position to make use of creativity techniques. Business guru Tom Peters has suggested that creativity and zest are the principal originators of economic value. The techniques we will introduce you to in Business Creativity will help you to increase your creativity, spice up your zest, and hence increase the value of your business.

There are various mechanisms available for stimulating creativity, some linking back to the creative arts, where a writer may adopt a particular approach to come up with a new plot line, others based on concepts developed by psychologists and those interested in the workings of the brain. While these techniques are valuable in their own right, they can be difficult to remember and are rarely used. This short book provides a strong framework for systematic application of creativity to business.

Business Creativity is a pocket guide, taking you quickly through the basics of getting more creative. If you want more depth, go for Imagination Engineering, and if you want a wider view of techniques, try Instant Creativity but otherwise it's a good place to start on the way to improving your creativity. By using check lists and interaction within the book, Business Creativity will help you build on your in-built creativity.

If this is your kind of book, you might also be interested in:

Business Creativity is published by Kogan Page (ISBN 0-7494-1638-6). It will soon be available in Norwegian, Indonesian, and Brazilian Portuguese.

It is available in Polish as Techniki tworzego Myslenia w biznesie, ISBN 83-86924-07-1 and in Brazilian Portuguese as Criatividade Nos Negocios (Clio Editora), ISBN 85-86234-10-9.

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