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If you want to be the best, focus on your most valuable asset- the power of your creative mind As competition and the pace of change intensify, companies and individuals need to harness their creativity to stay ahead of the field. 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'. Creative genius Edward de Bono debunks these common notions in this remarkable book. He shows how creativity is a learnable skill - one that everyone can use to improve their performance. He then explains how you can unlock your own creativity to reap the personal and professional rewards it will bring. Learn how to- be creative on demand with de Bono's step-by-step approach add value to ideas and turn them into financial assets boost creativity with the power of lateral thinking break free from old ways of thinking with creative challenging
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How to unlock your creativity and add value to your ideas with the power of lateral thinking

Table of Contents

1: About the Author2: Introduction1: THE NEED FOR CREATIVE THINKING2: Take-away Value 153: The Theoretical Need for Creativity4: The Practical Need for Creativity5: Information and Creativity6: Misperceptions About Creativity7: Sources of Creativity8: Lateral Thinking9: Perception and Processing10: Design and Analysis11: The Uses of Creative Thinking2: LATERAL THINKING TOOLS AND TECHNIQUES12: The Six Thinking Hats13: The Creative Pause14: Focus15: Challenge16: Alternatives17: The Concept Fan18: Concepts19: Provocation20: Movement21: Setting Up Provocations22: The Random Input23: Sensitizing Techniques24: Application of the Lateral Thinking25: Techniques26: Harvesting27: The Treatment of Ideas28: Formal Output29: Group or Individual3: THE APPLICATION OF CREATIVE THINKING30: Application31: Everyday Creativity/Specific Creativity32: The Creative Hit List33: Introduction of Creativity34: Responsibility35: Structures and Programmes36: Training37: Formats38: Evaluation39: Summary4: Appendices1: The Lateral Thinking Techniques2: Notes on the Use of the Lateral Thinking Techniques3: Harvesting Checklist4: Treatment of Ideas Checklist40: Index

About the Author

Edward de Bono studied at Christ Church, Oxford (as a Rhodes Scholar). He also holds a PhD from Cambridge and an MD from the University of Malta. He has held appointments at the universities of Oxford, London, Cambridge and Harvard. In 1967 de Bono invented the now commonly used term 'lateral thinking' and, for many thousands, indeed millions, of people worldwide, his name has since become a symbol of creativity and new thinking. He has written numerous books, which have been translated into 34 languages, and his advice is sought by Nobel laureates and world leaders alike.


"The master of creative thinking" * Independent on Sunday *

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