Product Description

While many people in business have strong analytic skills, creativity has been undervalued in many organizations. Genasi and Bills draw attention to creative thinking and action and how they 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.

Product Details

• Amazon Sales Rank: #295430 in Books
• Published on: 2003-09-10
• Original language: English
• Number of items: 1
• Binding: Paperback
• 200 pages

About the Author
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.

Customer Reviews

Unlocking creative power
Another success from business consultant Genasi. This book follows on from the highly practical and well written How To Be Your Own Spin Doctor, and has the same simple logic and approach.

Creativity is often thought to be the province of dishevelled advertising creatives and not relevant to the serious business of managing companies and building profits - Genasi shows how this is wrong. With some startlingly good examples, and an encouraging style of writing, Genasi and Bills prove the value of the "creative approach" and the potential that can be unlocked by looking at problems in a non-conventional, non-conformist way.

If the reader does not have cause to stop and reflect on missed opportunities in business due to ill disciplined thought, or lack of courage to "be creative" then it will be a big surprise.

The encouraging news is that we are all creative - it is simply a question of using that creativity to deliver results.

For anyone in business, small or large, there are important lessons to be learned from this book.