Description
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 Dahln 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 Dahln 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 Dahln 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 Micael Dahln 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. 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 16 Correct answers Part IV: Filling the Box 17 There’s no such thing as ‘useless’ knowledge 18 The brain is lazy 19 The power in brands 20 Associations 21 The context rules Part V: Shaking the Box 22 Preparations for the final step 23 Shaking the box side to side 24 Shaking the box up and down Part VI: Congratulations: You’ve Become Smarter 25 Are you a creative business innovator? References Index
