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Corporate Creativity

How Innovation and Improvement Actually Happen

Corporate Creativity by Alan Robinson
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A company's creativity is the source of new ideas that lead to everything from the tiniest improvements to dramatic innovations. Most companies are only too aware that their creative performance falls far short of potential. The problem is that they don't know what to do about it.

Evidence shows that most creative acts are not planned for, and come from where they are least expected. It is impossible to predict what they will be, who will be involved, and when and how they will happen. This is the true nature of corporate creativity, and it is where a company's creative potential really lies. In Corporate Creativity, Alan Robinson and Sam Stern debunk popular myths about creativity and introduce a refreshing new way to manage corporate creativity that allows companies to fully realize their creative potential.

Robinson and Stern have investigated hundreds of creative acts that have occurred in organizations around the world to find the truth about how innovation and improvement really happen. Rich with detailed examples, Corporate Creativity identifies six essential elements that companies can use to turn their creativity from a hit-or-miss proposition into something consistent that they can count on: Alignment; Serendipity; Self-Initiated Activity; Diverse Stimuli; Unofficial Activity; Within-Company Communication.

Corporate Creativity consistently connects the actions that really made a difference to their creative outcomes. Through detailed real-life examples from organizations around the world - including British Airways, Du Pont, Fujitsu, General Motors, Hallmark, Hewlett-Packard, IBM, Japan Railways East, Kodak, Universal Studios, the United States Forest Service, and even enterprises in the USSR - the authors show how improvements and breakthroughs actually happen in organizations.

Berrett-Koehler Publishers, Inc.; July 1998
293 pages; ISBN 9781605097619
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Title: Corporate Creativity
Author: Alan Robinson; Sam Stern
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