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The Spark by Greg Orme

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Ten creative business myths debunked

“If you never change your mind, why have one?”Edward de Bono

I wrote this book to help people who want to boost innovation in their business. One obstacle is that business creativity is shrouded in unhelpful myths. The folklore gets in the way of leaders thinking clearly about how their teams and people can be more creative. Managing for ideas is full of intriguing tensions; but there’s no reason to add more complexity. My mission is to simplify. So, here’s some clarity on some popular untruths about commercial creativity.1

Myth 1 Brainstorming works best

Advertising legend Alex Osborn (one of the Bs in the global agency BBDO) invented brainstorming in the 1940s. Osborn boasted that brainstorming doubles ...

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