Creativity @ Work (Response Books)

This interesting book discusses the concept of creativity and innovation in management. The author suggests that insight—rather than data—is the key ingredient for developing a different vision of where the business (or category, product, model, or brand) can go. Encouraging the manager to look beyond conventional wisdom, Creativity @ Work is fundamentally all about unlearning concepts. The author uses innovative scenario building to explain alternative approaches and change to managers. Meant for practical use, this book is structured like a workbook and contains numerous worksheets and tables, in addition to experiences and experiments drawn from real life.