Chapter 3

The mechanics ofinnovation

This book is not a course in creativity, nor an exploration of the workings of the mind, yet some understanding of the forces at work and the basic workings of creativity techniques are essential in considering the best approach to take. This chapter goes into the practicalities of creativity, the impact of information technology and the possibility of going beyond techniques to something more internalized.

How does it work?

‘Creativity is like a bend in a straight road – the dull driver will never know it’s there until too late; the well prepared driver is the one who uses it as the overtaking opportunity. It is far more fun driving fast than safely, and you get there quicker too.’ Ian Campbell, Financial ...

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