PART FOUR

Creative Leadership

Innovation is the key to winning – and keeping – leadership in world markets. New ideas and new ways of doing things are the main ingredients in sustained business success. But how is the necessary innovation going to be achieved? By whom? That is the theme of this book.

Innovaon calls for a special form of creavity, which I call team creativity. Of course, all organizations are teams, or at least they are potentially so. The effective production and marketing of goods or services these days – delivery on me, at the required quality and at a compeve price – call for high-performance teamwork. But to improve those exisng products and to develop new products and services requires a different order of teamwork – team crea vity.

To achieve team creativity you need to be a creative leader, one who is able to manage and lead creative individuals – not sometimes the easiest of people to control – and creative groups. Part Four offers you plenty of ideas about how to develop your leadership in that direction.

If you introduce the team creativity approach into your workplace it will greatly enhance everyone's enjoyment of work. For people get much more out of work if they put their minds fully into it. As playwright Noël Coward said, ‘Work is more fun than fun.’