A company’s creativity is the source of new ideas that lead to everything from the tiniest improvements to the most far-reaching innovations. Most companies are only too aware that their creative performance falls far short of potential. The problem is that they don’t know what to do about it. In Corporate Creativity, Alan Robinson and Sam Stern propose a radically different way to manage for creativity that allows companies to realize their creative potential and significantly improve their competitive position and profitability.

Robinson and Stern have investigated hundreds of creative acts in organizations around the world to make some surprising discoveries about how innovation and improvement actually happen. Rich with detailed examples, Corporate Creativity reveals six essential elements that individuals and companies can use to turn their creativity from a hit-or-miss proposition into something consistent that they can count on.