The Truth About Creativity

Foreword

To me, creativity is simultaneously the most important and least understood aspect of contemporary business. For an occasional, inspired company—it is the lifeblood. I like to think that Orange counts among them. But for the majority, it is a mystery best outsourced to others.

However, understanding, harnessing and investing in creativity are likely to become central to any and all businesses as we move through the twenty-first century. As consumers become more sophisticated, competition more aggressive and regulation more intrusive, the need to find creative solutions, and creative means of serving and interacting with customers, is likely to become acute. Creativity, therefore, must no longer be the sole preserve of the professional ...