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 Dahlén 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 Dahlén 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
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.
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 Become Smarter.
24 Are you a creative business innovator?