Dahlen Creativity Unlimited

Thinking Inside the Box for Business Innovation
1. Auflage 2010
ISBN: 978-0-470-72212-1
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 372 Seiten, E-Book

Flying in the face of current thinking, this book suggests that wedo not need to 'think outside the box' in our quest forcreativity, rather we should rethink the way we look 'insidethe box'. This idea will resonate only too well withthose who have endeavoured to be creative by thinking outside thatbox, only to have their attempts scuppered by the constraints ofbureaucracy and organizational politics. Instead of fightinga losing battle, the author suggests that creativity should beworked at within the constraints of the organizational box, butthat space needs to be grown and allowed to be shaken up. Only by experimenting, mutating and finding new directions can youuncover business paths that lead to success. The reader isencouraged not to free themselves from all their knowledge andexperiences (the thinking outside the box method) but to use theirknowledge and experience in new ways.
The book is structured around three key steps:
* Expanding the box: so that the pieces of the puzzle init can move around more freely
* Filling the box: with even more knowledge, and how toget these new pieces of the puzzle to connect with the existingones
* Shaking the box: so that the pieces fall into new placesand form new patterns.
The book shows that anybody can be creative.
The creative methods suggested in the book will be linked toreal business examples from which techniques have been developed tohelp their implementation. Numerous exercises and'eye-openers' form part of the practical implementationof Micael Dahlén's ideas. The book is framed by modelsand concepts of how creativity works (the creative process, thecreative person and the creative result) and what its effectsare.

Autoren/Hrsg.

Dahlen, Micael

Inhaltsverzeichnis

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 BecomeSmarter.
24 Are you a creative business innovator?
Further Reading.
Index

Über Autor(innen)

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.