He then explains how you can unlock your own creativity to reap the personal and professional rewards it will bring.

He shows how creativity is a learnable skill - one that everyone can use to improve their performance. Creative genius Edward de Bono debunks these common notions in this remarkable book. Under pressure, people often think they can't be creative many more are convinced they are not creative at all because they have never been 'arty'. If you want to be the best, focus on your most valuable asset: the power of your creative mind.Īs competition and the pace of change intensify, companies and individuals need to harness their creativity to stay ahead of the field. “If you wait for opportunities to occur, you will be one of the crowd.How to unlock your creativity and add value to your ideas with the power of lateral thinking. BUY THIS BOOK Serious Creativity: Using the Power of Lateral Thinking to Create New Ideas Edward de Bono. “Creativity is not a mystical talent that some people have and others can only envy.” “Creativity involves breaking out of established patterns in order to look at things in a different way.” De Bono’s brilliant diction and his smart in presenting highly complex content makes this book, among all others by the same author, a true enrichment of any business library. “An idea that is developed and put into action is more important than an idea that exists only as an idea.” Serious Creativity: Using the Power of Lateral Thinking to Create New Ideas (1992) ISBN 978-0-00-255143-4 a summation of many of De Bonos ideas on creativity. de Bono is right.Īnd his thinking on creativity and innovation has influenced thousands of small business people looking for new (and better) ways to do things, and build a business around their ideas. Serious creativity: using the power of lateral thinking to create new ideas. Structure is limiting and creativity requires total freedom.īut, of course, twenty years later, I know that Mr. Serious Creativity: Using The Power Of Lateral Thinking To Create New Ideas Edward de Bono 3.82 452 ratings46 reviews Creativity is becoming increasingly important for all businesses as competition intensifies because to act creatively is the best and cheapest way to get added value out of existing resources and assets.

At first I disagreed with his idea that you can take a systematic approach to something so nebulous and mystical as creativity. The first book I ever read on creativity was Serious Creativity by Edward de Bono.

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