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Book Review |
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Inspiration: Capturing the Creative Potential of Your Organization
By Nicholas Ind and Cameron Watt
Palgrave Macmillan Ltd., 2004, $37.50, 256 pages
Ind and Watt here examine how organizations can best develop and manage a creative environment and creative potential in their employees. The authors argue that organizations often employ people who have creative potential to think in new ways, but deny them the opportunity to do so. To combat this Dilbert-like condition, organizations should try to create a situation and culture that encourages conditions in which creativity can flourish. Doing so will generate significant advantages for the company by offering clear differentiation from competitors, by communicating positive brand attributes that will strengthen its intangible assets, and by providing an environment that will attract and retain the best staff possible.
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