Creativity Unlimited

Flying in the face of current thinking, this book suggests that we do not need to ‘think outside the box’ in our quest for creativity, rather we should rethink the way we look ‘inside the box’. This idea will resonate only too well with those who have endeavoured to be creative by thinking outside that box, only to have their attempts scuppered by the constraints of bureaucracy and organizational politics. Instead of fighting a losing battle, the author suggests that creativity should be worked at within the constraints of the organizational box, but that space needs to be grown and allowed to be shaken up. Only by experimenting, mutating and finding new directions can you uncover business paths that lead to success. The reader is encouraged not to free themselves from all their knowledge and experiences (the thinking outside the box method) but to use their knowledge and experience in new ways.

The book is structured around three key steps:

• Expanding the box: so that the pieces of the puzzle in it can move around more freely
• Filling the box: with even more knowledge, and how to get these new pieces of the puzzle to connect with the existing ones
• Shaking the box: so that the pieces fall into new places and form new patterns.

The book shows that anybody can be creative.

The creative methods suggested in the book will be linked to real business examples from which techniques have been developed to help their implementation. Numerous exercises and ‘eye-openers’ form part of the practical implementation of Micael Dahlén’s ideas. The book is framed by models and concepts of how creativity works (the creative process, the creative person and the creative result) and what its effects are.

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 Become Smarter.

24 Are you a creative business innovator?

Further Reading.

Index

"It's welcome relief to come across a book on innovation that isn't full of whacky images and exclamation marks." (Management Today, November 2008)

"...rewarding...should inspire new innovators and help those already engaged in the process to pick a path through the obstacles." (Independent, November 4th 2008)

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.

Creativity Unlimited provides exercises and tools that enable you to train your way to creativity and success – by using the skills, knowledge, and products you have and thinking inside the box.

Creativity Unlimited is organized into five different parts:

• Why creativity
• Think inside the box
• Expand the box
• Fill the box
• Shake the box

The first two parts provide proof of and arguments for the significant effects of creativity, and why and how you can use creativity in your daily routines. The remaining three parts provide you with the means to get on your way.

“Micael Dahlén’s book Creativity Unlimited not only shows 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, Director International Sales, Volkswagen Light Commercial Vehicles, Hanover, Germany