Inspiration: Capturing the Creative Potential of Your Organization

This book is about how organisations can best develop and manage a creative environment and creative potential.

The authors argue that organisations consist of people who have creative potential to think in new ways and yet are often denied the opportunity to do so.

The goal of the organisation should be to create a structure and culture that encourages the conditions in which creativity can flourish.

This will generate significant competitive advantages for the organisation by offering clear differentiation, by communicating positive brand attributes to stakeholders that will strengthen the organisation's intangible assets and by providing a creative and challenging environment that will attract and retain the best staff.