Corporate Creativity

Creativity, as a source of improvement and innovation, is a major driver of business performance. Of the numerous books written on the topic, many propose creativity ""techniques."" ""Corporate Creativity"" sheds new light on this issue. The authors underline an essential feature of creativity, namely, its unpredictability. They say that since it is impossible to predict who will come up with a new idea, or when, the periodic application of creativity techniques is insufficient. Companies must rather force themselves to increase the probability that creative ideas will emerge on an everyday basis.