Summary of Creative Strategy

Reconnecting Business and Innovation

Wiley-Blackwell, more...

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Creative Strategy book summary
You can add creativity to your strategic plan without turning your conference room into a playhouse.


7 Overall

7 Applicability

6 Innovation

6 Style


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, dense, and enamored of jargon and 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,
  • How the “dilettante-diligence” mind-set powers entrepreneurship,
  • Why you must lead “from the middle,” and
  • What organizational virtues the healthiest companies share.


Creativity and Strategy: Different Addresses, Same Domain
From as far back as the very first business-practice books, experts have depicted the kingdoms of Creativity and Strategy as different realms opposing each other across an unbridgeable divide. But in reality, they are – and should...
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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.

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Contained in Knowledge Pack:

  • Knowledge Pack
    Creativity Techniques
    The creative impulse – not to mention the follow-through – is no accident. You can provoke and harness creativity with methods that are more concrete than you might expect.

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