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The Business Playground: Where Creativity and Commerce Collide by Mark Simmons, Dave Stewart

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Introduction

Why business needs creativity.

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What’s the secret weapon that will give a business an unfair advantage over its competitors? No, we’re not talking industrial espionage or insider trading, we’re referring to creativity. More specifically, the ability to come up with ideas and to successfully bring them to life in the marketplace.

Actually, that’s not really a secret at all. Time after time, in survey after survey, executives say that it is creativity that will drive their businesses in the future. A recent IBM study1 of CEOs and senior managers highlighted the importance of innovative thinking as the world of business continues to change. ...

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