Using real-life examples--from British Airways, DuPont, General Motors, Hallmark, IBM, Kodak, Universal Studios, and other major players--the authors debunk popular myths about creativity and introduce a refreshing new way for companies to make the most of their creative potential.

Corporate Creativity consistently connects creative outcomes to the actions that really made a difference to them. Through detailed real-life examples from organizations around the world - including British Airways, Du Pont, Fujitsu, General Motors, Hallmark, Hewlett-Packard, IBM, Japan Railways East, Kodak, Universal Studios, the United States Forest Service, and enterprises in the USSR - the authors show how improvements and breakthroughs actually happen in organizations.

I recommend it for pleasure as well as for serious reading. (Philip Crosby )Fire up your company-wide brainpower to hatch ideas and make sure the ideas reach the people who can implement them.