Chapter 2


This chapter looks at the origins of creativity in a general sense, and the specifics of business creativity. It considers how the work of the pioneers was given a commercial workover by gurus like Edward de Bono and Roger von Oech. It examines the differences that establish creativity as a separate discipline from traditional problem-solving.

The birth of creativity

‘Looking at the brain’s structure of axons and neurons, one can imagine that new ideas are combinations of existing ones.’ Chon Bok – developer of the Axon Idea Processor

Where did creativity come from? This is a bit like asking how long is a piece of string. As long as there have been people, there have been creative people and there has been creativity. ...

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