The latest edition of this well-regarded book brings the story up to date whilst retaining popular features such as case studies and case histories together with extensive diagrams, examples and thought-provoking questions. The case studies, creativity techniques and the pragmatic knowledge and insights within this book make it essential reading for managers, facilitators and students alike. Both Sid and Ruth [Noller] pioneered creativity education and research at a time when creativity was less than warmly embraced and was a very new area of academic inquiry. Online helpline – Direct connection to experts for all your innovation questions. New to this edition are sections on thinking styles and types, creativity and its role in innovation, implementation, and software aids to creativity. In the 1950s, advertising executive Alex Osborn studied creative people to see how they came up with ideas and creative solutions. Exclusive Content – Innovation articles that are not available in the public domain. He called the process he observed “creative problem solving, ” and documented it in his seminal book, Applied Imagination. Osborn’s work soon caught the attention of a college professor who wanted to study and extend the work. I know that without his determination and tolerance for risk-taking, our program would not exist.
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