 |
|
New Ideas About New Ideas: Insights on Creativity from the World's Leading Innovators
by Shira P. White with G. Patton Wright. Perseus Publishing. 2002. 336 pages. Illustrated.Learning from Leading Innovators
The old idea about creativity was that if you wanted to be creative you go to art school, not business school. The new idea about creativity is that it is a fundamental survival tool in today's business environment.
New Ideas About New Ideas is based on interviews with more than 100 creative thinkers, including those we normally think of as creative (architects, writers, composers, choreographers, and filmmakers), as well as others such as corporate leaders and scientists whose success depends on innovative thinking.
"Innovation has become a lot more important to corporate leaders, in the last decade in particular, because of the changes in the business environment brought on by increased technological capabilities, speed, hypercompetition, and faster rates of diffusion enabled by greater connectivity," says Shira White, a painter, writer, and management consultant specializing in innovation and new product development.
This book wisely spends more time in the company of creative people, illustrating by example, rather than in offering the creative-thinking games, tricks, and exercises typically found in books on innovation.