Beschreibung
Inhaltsverzeichnis
Acknowledgements 1 Why this book? Part I: It''s About Success 2 Why creativity? 3 Are you creative? 4 Why is creativity so important? 5 Isn''t creativity dangerous? Part II: Think Inside the Box 6 What is creativity? 7 The creative result 8 The creative process 9 The creative person 10 Thinking inside the box Part III: Expanding the Box 11 The four walls of the box 12 The first wall: conventions and rules 13 The second wall: common sense 14 The third wall: physiology 15 The fourth wall: consciousness 16 Correct answers Part IV: Filling the Box 17 There''s no such thing as ''useless'' knowledge 18 The brain is lazy 19 The power in brands 20 Associations 21 The context rules Part V: Shaking the Box 22 Preparations for the final step 23 Shaking the box side to side 24 Shaking the box up and down Part VI: Congratulations: You''ve Become Smarter 25 Are you a creative business innovator? References Index
Autorenporträt
Micael Dahlén is a Professor of Business Administration and Marketing Strategy at the Stockholm School of Economics. His award-winning research within marketing, creativity and consumer behaviour has been published in four books and numerous journal articles. His work is used in various educations in Europe, Asia and the United States, and he lectures and workshops frequently in the industry.
