Summary of Creative Strategy

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Rating

7 Overall

7 Applicability

6 Innovation

6 Style


Recommendation

Academics Chris Bilton and Stephen Cummings propose making creativity a part of your daily operations. With graphics and examples from business, life, literature and the rehearsal room at England’s Royal Shakespeare Company, the authors demonstrate why success requires carefully managed and nurtured innovation. Their writing, unfortunately, is dry, with references to obscure footballers, among other incongruous examples. Nonetheless, getAbstract recommends this innovative treatise to corporate CEOs, overhaul specialists, troubleshooting consultants, middle managers, business historians and anyone who wants to visit the juncture of left and right brain to see how they can merge to produce effective strategy.

In this summary, you will learn

  • What four central elements go into “creative strategy,”
  • Why companies should focus on six types of innovation as well as the five qualities that drive them,
  • Why you must lead “from the middle,” and
  • What organizational virtues the healthiest companies share.
 

About the Authors

Chris Bilton, head of the Centre for Cultural Policy Studies at England’s University of Warwick, wrote Management and Creativity. Stephen Cummings, head of the Victoria Management School, Victoria University, Wellington, New Zealand, wrote The Business Strategy Pathfinder.

 

Summary

Creativity and Strategy: Different Addresses, Same Domain

From as far back as the very first business-practice books, experts have depicted the forces of Creativity and Strategy as different realms opposing each other across an unbridgeable divide. But in reality, they are – and should be – different branches of the same army, united to serve a common purpose. The term “creative strategy” describes a central integrative process that works in good and bad times, across generations, and as a partner to business invention and structure.


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