Releasing Creativity

Work Study

ISSN: 0043-8022

Article publication date: 1 April 2000




(2000), "Releasing Creativity", Work Study, Vol. 49 No. 2.



Emerald Group Publishing Limited

Copyright © 2000, MCB UP Limited

Releasing Creativity

John WhatmoreKogan PageISBN 0 7494 30109£16.00

Keywords Creativity, Innovation, Teamwork

The need to bring more products to market more quickly means that there is an increasing need for thinking - about markets, products, processes and systems. This book attempts to reveal the secrets of how to tap into peoples' latent ability to be creative and innovative, and to channel it effectively. Drawing on research in science, R&D, sports and the performing, visual and graphic arts, Whatmore highlights the importance of:

  • making effective use of individual skills and talents;

  • giving people "space" - not over-controlling them; and

  • being supportive of people and helping to develop them.

An important component of the book is the privileged insight into the work of creative teams in a range of leading organisations such as the Wellcome Foundation, Zeneca, KPMG, British Telecom and the BBC, which sheds new light on how to analyse the kind of creativity needed, match the task to the leader and choosing and developing the right team for the chosen task.

The "trick" that the author is helping you to pull off is to let creativity flourish while managing it in pursuit of organisational goals.

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