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by Micael Dahlen
Creativity Unlimited: Thinking Inside the Box for Business Innovation
Cover Page
Title Page
Copyright
Dedication
Contents
Acknowledgments
Chapter 1: Why this book?
Part I: It's About Success
Chapter 2: Why creativity?
Chapter 3: Are you creative?
Chapter 4: Why is creativity so important?
Leaking buckets
Market ceilings
Efficient complexity
Happiness
Chapter 5: Isn't creativity dangerous?
Does the company lose definition or credibility?
Wasted money?
Part II: Think Inside the Box
Chapter 6: What is creativity?
Creativity defined
Myths about creativity
Chapter 7: The creative result
Chapter 8: The creative process
Knowledge
Motivation
Corporate governance
Thought tunnels and riverbeds
Randomness
The use of knowledge
Chapter 9: The creative person
Flow of ideas
Risk-taking
Paradoxes
Chapter 10: Thinking inside the box
Shaking the box
Expanding the box
Filling the box
Part III: Expanding the Box
Chapter 11: The four walls of the box
Get smarter through training: about the exercises
Chapter 12: The first wall: conventions and rules
How to recognize a rule or convention
Selling bricks
Coat hanger: (im)possible tasks
Improving on scissors
The ping-pong ball in the steel pipe
Chapter 13: The second wall: common sense
Man with bow-tie stuck in the elevator
The rope round the Earth
The tennis tournament
The letters
The dots
Chapter 14: The third wall: physiology
The monk
The folded paper exercise
Answering the telephone with the ‘wrong’ hand
Professor Balthazar
Chapter 15: The fourth wall: consciousness
RAT
Changing details
Quick and slow solution
Anti-jeopardy
Part IV: Filling the Box
Chapter 16: There's no such thing as ‘useless’ knowledge
There is no ‘useless’ knowledge
Chapter 17: The brain is lazy
Chapter 18: The power in brands
Chapter 19: Associations
Chapter 20: The context rules
Part V: Shaking the Box
Chapter 21: Preparations for the final step
Two ways of shaking the box
Chapter 22: Shaking the box side to side
Change the brand voice
Do the Following
Change the category voice
Change the size of the company
Change the name
Enhance ‘bad’ characteristics
Enhance specifics
Communications RAT
When obstacles become solutions
Chapter 23: Shaking the box up and down
Random verbs
Another time of day
Break the assumption
Not-Definitions
Product RAT
Associations squared
Change category
Next customer
Part VI: Congratulations: You've Become Smarter
Chapter 24: Are you a creative business innovator?
Only the beginning
Further Reading
It's about success
Think inside the box
Expanding the box
Filling the box
Index
Search in book...
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