Corporate Creativity: How Innovation and Improvement Actually Happen
by Alan G. Robinson, Sam Stern

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Book Reviews of Corporate Creativity: How Innovation and Improvement Actually Happen

Book Review: Analysis of Corporate Creativity
Summary: 4 Stars

Summary of Corporate Creativity: How Innovation and Improvement Actually Happen

Robinson and Stern have investigated hundreds of creative acts that have occurred in organizations around the world to find the truth about how innovation and improvement really happen. Rich with detailed examples, Corporate Creativity identifies six essential elements that companies can use to turn their creativity from a hit-or-miss proposition into something consistent that they can count on: Alignment Serendipity Self-Initiated Activity Diverse Stimuli Unofficial Activity Within-Company Communication

A company's creativity is the source of new ideas that lead to everything from the tiniest improvements to dramatic innovations. Most companies are only too aware that their creative performance falls far short of potential. The problem is that they don't know what to do about it.

Corporate Creativity consistently connects the actions that really made a difference to their creative outcomes. 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.

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