No-one is against creativity. Everyone agrees that creativity is a very good thing in people and in companies. The creative industries are where the action is, so creativity must be a good thing. However, it's not altogether clear what creativity is, and it certainly isn't easy to work out how to encourage it, to manage it, and above all how to profit from it. Beginning with a clear and convincing definition of creativity, this text explores, through a wide range of real world examples, how we can make creativity - our own and others' - work for us in modern business. The ideas in this book are so far from conventional jargon about the place of creativity in the workplace that many of them will sound weird - hire people you don't like; back ideas you're convinced will fail; and reward failure and success equally. This irreverent and, in its way, creative book will show exactly what creativity is, why we need it and when we don't.