Index

alternative technologies 223

Amazon.com 64

anti-jeopardy exercise 215–17

artistry 101

associations 250, 251, 255–68

combinations of 112

remote 204–10

secondary 258, 259

semantic 256–8, 260–1, 324–6, 327

squared 323–4

associative network 227, 255–61

associative tests 108, 110, 11, 115, 205

assumptions, breaking 315–17

‘bad’ characteristics, enhancing 295–8

banking services 113, 114–15

Barclays Bank 285

behaviour, knowledge about 221–3, 226, 274

Betamax 100

bisociations 87–8, 106, 110, 117–18, 121, 122, 222, 274, 279, 308

Bono, Edward de 143

boredom 44

box as metaphor 107

‘boxing in’ work 85–6

brain

blood circulation 196–7

capacity to use 180–1, 184

connections 101

dendrites 182, 255

halves of 180, 183–4

neurons 182–3

rewards system 160–1

sides of 189–90, 192

size 1–2, 116, 128

brand awareness 240

brand communication 240, 241–2, 283

brand gravity 227, 243–5, 248–50, 251, 252–4, 283, 327

brand manifestations 290

brand perception 251

brand reputation 239–40, 281

brand schema 245–8, 251, 253

brand uniqueness 240–1

brand voice, changing 283–5

brick selling exercise 145–9

Burger King 35, 233, 304–5

category voice, changing 286–9

change category 326–9

changing details exercise 210–12

chaotic thinking 98

coat hanger exercise 149–51

Coca-Cola 35, 41, 53, 55, 224, 231, 256, 257, 259, 305, 308, 325

combinations of associations 112

common sense 125, 126, 127–8, 159–78

communication schema 286

communications RAT 301–3

company size, changing 289–91

competence exploitation 80

competence investigation 80

competitor focus 72

concept development 278

conceptual creativity 205

conceptual flow 230–1, 232–5

conceptual fluency 227, 229–42, 257, 284, 286, 290, 292

consciousness 125, 126, 128–9, 199–217

conservatism 127

context effects 227, 263–8

conventionality 97–8

conventions and rules 83, 125–6, 127, 135–57

convergent thinking 98

core business 307

corporate governance 79–81

cost of creativity 53–5

cost valuations 305

creative blocks 78

creative capacity 44

creative person 63, 93–102

creative process 73–91

creative result 67–72, 251

creativity exercises 59–60

credibility, loss of 50–3

Crest 260

Csíkszentmihályi, Mihály 42, 185

customer loyalty 52, 53

customer satisfaction 68

cutting-edge innovations 70

Da Vinci, Leonardo 63, 93, 95, 101, 194–5

daydreaming 185, 186

deadlines 186

definition (rule) 141–2

definition of creativity 63–5

demographic trends, knowledge about 225–6

divergent thinking 98

dot exercise 59–63, 103, 159–60, 173–8, 203

double jeopardy 34, 35, 37, 224

Dressmann 263–4

drive-thru banks 114–15, 311

Dvorak keyboard 25, 100, 118–19

economics and business, knowledge of 223–5, 226, 274

Edison, Thomas 95–6

efficient complexity 17, 37–41

Einstein, Albert 2, 64, 93, 95, 101, 116, 177, 190

elaboration 148

electric car 121

Encyclopaedia Britannica 140

enhancement of specifics 298–300

epiphanies, exercises as 132–3

Ericsson 121

evolutionary basins 39

evolutionary landscape 37–40

extroversion 100

Facit 309

failure of initiatives 53–5

feminine qualities 101, 128

first-mover advantage 34, 35, 37, 224, 231

flexibility 148

Florence Nightingale effect 52, 55, 253

flow 185–6

flow of ideas 94–6, 112

fluency 148

focused attention 181, 185

folded paper exercise 190–2

Ford Escort 15

GB 314

Gell-Mann, Murray 135, 136, 138–9, 177

gestalt psychology 61, 202, 204

Goldman Sachs 9

Guilford's Alternative Uses test 148

Guinness 244

gut feelings 200–2, 213

H&M 144

happiness 42–7, 96

Harley-Davidson 285

Heineken 260

humility 99–100, 127

IBM 41

improvement innovations 12–13

incubation time 202

innovative thinking: creative result ratio 251

insight 118–21

Internet retail 119

introversion 100

iPod 70

IQ 94, 207

IQ tests 108, 110–11, 115, 148, 161, 207, 209

jigsaw puzzles 109–10, 204

Keebler 260

Kinder Surprise 237

knowledge 73, 75–6, 221–7, 273

use of 90–1

Lagerfeld, Karl 143–4

Läkerol 266, 268

lead users 70

leaking buckets 17, 30–4, 37

lens, brand as 247–8, 254

letter exercise 170–3

Levi's 302–3

limitations on creativity 84–5

Linux 144

living the brand 283

logic 101, 163, 245, 290

luck 11

macro-objective chains 30

man with bow-tie stuck in the elevator exercise 164–6

market ceiling 17, 34–7, 315

market leader 231, 289

marketing creativity 23–4, 25–6, 68

masculine qualities 101, 128

maximum market share of product, calculation of 35–6

McCartney, Stella 144

McDonald's 35, 231, 233, 263, 264, 304–5, 333

meaningfulness 68, 89, 274

perceived 113

measurement of creativity 20–4

memory 60–1

working 182

mental blocks 140–1

merging of product categories 235–7

metaphors, exercises as 131, 187–8

Metro 10

Michelin 260

Microsoft 223–4

milk exercise 204

milk tetrapaks 139–40

monk exercise 188–90

motivation 73, 74, 77–8, 84

muscle

brain versus 187

training 1, 2–3

myths about creativity 65–6, 87, 89

name, changing 291–5

negative effects of creativity 49–50

network externalities 223–4

New York Stock Exchange 15

Newton, Isaac 237

Newtonian behaviour 237–8, 242

next customer 330–3

Nokia 40, 307

not-definitions 317–18

novelty value 71–2, 274

obstacles as solutions 303–6

Oldsmobile 41

Oracle 144

Oral-B 313

originality 148

paradigm-challenging innovations 13, 68, 70

paradoxes 97–102

parallel activity 113

patents 113

Pepsi-Cola 35, 55

perceived distance 113

perceived meaningfulness 113

performance anxiety 78

Pfizer 10

physiology 125, 126, 128, 179–97

ping-pong ball in the steel pipe exercise 154–7

platform development 277–9

Porsche 52

Post-it notes 10, 54, 297

Postum 41

pride 99–100, 127

product category 252, 315

product creativity 22–3, 25, 26, 68

product development 278

product innovation 25

product novelty 68–72, 120–1

product RAT 318–23

product to market 223–4

Professor Balthazar exercise 196–7

Propecia 298

Proquest 64

quick and slow solution exercise 213–15

QWERTY system 100, 118–19

random verbs 309–11

randomness 87–90

RAT (Remote Associates Test) 148, 204–10

communications 301–3

product 318–23

realization 76

rebellion 97–8, 127

Red Cross 306

Remote Associates Test see RAT

remote associations 204–10

research and development (R&D) 15

resonance 301

reverse logic 245

rewards system 160–1

risk 119–20

risk-taking 96–7

riverbeds 81–7, 107, 126, 185, 187, 227, 274, 289, 327

rope around the Earth exercise 167–8

routine 83, 275–6

breaking 193–5

changing 210–12

rules see conventions and rules

SAAB 41

SBAB 9, 290–1, 327

scale advantage 34, 35, 37, 224

scissors, improving on, exercise 152–4

secondary associations 258, 259

self-preservation 46

self-test for creativity 20, 338–9

semantic associations 256–8, 260–1, 324–6, 327

sense of time 109

Situation 74

Sony Ericsson 121

step instructions 86

sub-category positioning 233–5

suitability 17

Sveriges Bostadsfinansieringsaktiebolag 9

systematic risk 15–16

targets 85–6

telephone, answering with ‘wrong’ hand 193–5

tennis tournament exercise 168–70

thought tunnels 81–7, 107, 126, 130, 160, 161, 185, 187, 227, 274, 289, 309, 327

3M 10, 54, 297

time of day, association with 311–13

time, sense of 109

Torvalds, Linus 144

training 99, 130–1

brain 187

muscle 187

training exercises 129–33

trisociations 88, 121

USB memory stick 121

Van Gogh, Vincent 93

VHS video 25, 100

Viagra 10, 298

Viktor and Rolf 144

Virgin 307, 327

visibility 78

Volkswagen 321

Volvo 40, 308

Zeigarnik effect 60, 61

Index compiled by Annette Musker