Academic journal article South Asian Journal of Management

Cracking the Creativity Code: Zoom in / Zoom out Framework for Creativity, Fun, and Success

Academic journal article South Asian Journal of Management

Cracking the Creativity Code: Zoom in / Zoom out Framework for Creativity, Fun, and Success

Article excerpt

Cracking the Creativity Code: Zoom in / Zoom Out Framework for Creativity, Fun, and Success By Arie Ruttenberg and Shlomo Maital Sage Publications, New Delhi, 2010, Pages: 157, Price: ?425 ISBN: 978-81-321-1968-5 (PB)

The book consists of nine chapters in all. The focus of the book is on 'Imagination' and 'Creativity in Action'. The entire book as a whole and its each chapter are well organized. In the book, a variety of issues have been discussed taking the support of interesting short case studies / stories to aspire and inspire creativity. The key issues taken for discussion in the book are: How the brain operates like a personal computer and how the one's brain enables one to be creative? How to take the 'Imagination Elevator' to the land of unlimited possibilities/unlimited creativity? What is disruptive innovation and which are the key skills that are required to carry out disruptive innovation? Who are the creative people who contributed to disruptive innovation in different realms and how do they inspire one to be creative? What are the practical steps that characterize the creative process? How to build creative muscles? What facilitates creative problem solving? How is creativity linked to innovation? Is creativity helped or hindered by constraints? How much of creativity is determined by heredity, genes and DNA? …

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