This book is about how to get the most from your creative people and creative teams. It’s not about being more creative or generating ideas – it’s about inspiring and nurturing the creativity of others. It’s about leading the creativity in your business, so you get the commercial results you need and achieve real business value. In the new creative economy, a company’s intellectual property is worth far more than their physical assets — just look at Apple and Google. That’s why, in IBM’s 2010 study of more than 1,500 CEO's, creativity was rated the Number One leadership needed for companies to lead the market in the new economy. But up to 75% of business leaders we surveyed admit they’re not harnessing their company’s creativity effectively. The challenge that businesses face with creativity isn’t finding creative people or teaching them to be more creative. The challenge is leading your creative people and drawing on their talents. How do you tap into and harness their...

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