This book is about how organizations can best develop and manage a
creative environment and creative potential. The authors argue that
organizations consist of people who have creative potential to
think in new ways and yet are often denied the opportunity to do
so. The goal of the organization should be to create a structure
and culture that encourages the conditions in which creativity can
flourish. This will generate significant competitive advantages for
the organization by offering clear differentiation, by
communicating postive brand attributes to stakeholders that will
strengthen the organization's intangible assets and by providing a
creative and challenging environment that will attract and retain
the best staff.
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