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While many people in business have strong analytic skills, creativity has been undervalued in many organisations. The authors draw attention to creative thinking and action and how this can be used to solve business problems and improve performance. They show how some companies have achieved success as a result of creativity and provide a step by step guide for companies and individuals to become more creative. The book also contains numerous scenarios that encourage the reader to solve problems imaginatively and to apply these creative thoughts to their own business problems.
Author Biography
CHRIS GENASI has over fifteen years’ experience as a public relations consultant. He specializes in the management of corporate and brand reputation and has advised multinational companies including Nestle, Unilever, Toyota and BT. He works for Weber Shandwick, one of the world’s largest PR consultancies, where he focuses on corporate and brand communication strategy, issues management and corporate social responsibility. – TIM BILLS is CEO of Arbil Ltd., one of the largest privately owned lifting gear companies in Europe. He has many years’ experience in leading innovative and highly successful strategies for expanding businesses into new markets.
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