by Malcolm Gladwell
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Product Description
In mid 2006, Ogilvy & Mather China embarked on an ambitious journey to understand how Chinese society and business are being transformed by creativity. It is, as concluded, a Creative Imperative. Whether it is a student attempting to be noticed by a recruiting company in class, or a small clothes store–one among the scores of businesses ? in the underground "Fashion Lady" market in Nanjing, or a poor migrant labourer with only 25 square feet of space to live in, or a Vienna?bound music composer – it is essential for them all to unlock the creative potential that lies within. When you have to compete with another 1.3 billion people to make yourself heard and recognized, the only way of doing it is by being creative. This book will make you rethink China′s creative potential.
From the Inside Flap
Over 5,000 years, Chinese civilization gave the world a wealth of discoveries, inventions and spectacular man–made monuments. And then, through 50 years of the cultural revolution, suddenly, people were conditioned to think, dress, study and work alike for the common good of the nation.
As China emerged from an imposed culture and opened up tot he world, it did so with spectacular speed and color. This explosion of creativity pervades every class of society. It provides functional and aesthetic value, adding meaning, joy and a sense of achievement in life. It is indeed a tool, a strategy for social and economic reform. No small wonder that businesses and individuals are profiting from this explosion of creativity.
Based on interviews with a wide range of creators–designers, musicians, folk artists, painters; discussions with common people about the role that creativity plays in their seemingly mundane lives; and extensive trawling of the popular culture scene in China, China′s Creative Imperative provides the rich evidence and a provocative point–of–view that businesses and scholars will find hard to ignore.
Inside This Book
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