Serious Creativity: How to Be Creative Under Pressure and Turn Ideas into Action

If you want to be the best, focus on your most valuable asset: the power of your creative mind. As competition and the pace of change intensify, companies and individuals need to harness their creativity to stay ahead of the field. Under pressure, people often think they can't be creative; many more are convinced they are not creative at all because they have never been "arty." Creative genius Edward de Bono debunks these common notions in this remarkable book. He shows how creativity is a learnable skill—one that everyone can use to improve their performance. He then explains how you can unlock your own creativity to reap the personal and professional rewards it will bring. Learn how to be creative on demand with de Bono's step-by-step approach; add value to ideas and turn them into financial assets; boost creativity with the power of lateral thinking; and break free from old ways of thinking with creative challenging.

Edward de Bono studied at Christ Church, Oxford (as a Rhodes Scholar). He also holds a PhD from Cambridge and an MD from the University of Malta. He has held appointments at the universities of Oxford, London, Cambridge, and Harvard. In 1967 de Bono invented the now commonly used term "lateral thinking" and, for people worldwide, his name has since become a symbol of creativity and new thinking. He has written numerous books, which have been translated into 34 languages, and his advice is sought by Nobel laureates and world leaders alike.