The Creative Shift

<B>A brass-tacks guide to delivering and successfully executing one groundbreaking idea after another, without interrupting business as usual<BR/><BR/> “An essential book.” —Frederick W. Smith, founder and executive chairman, FedEx Corporation<BR/><BR/> A <I>USA Today </I>Bestseller</B><BR/><BR/> How can organizations prioritize innovation and execute new ideas, while also continuing to do what they do best? We want Mercedes to be careful, methodical, and risk-averse when testing their vehicles. But we also want them to be able to remove their blinders when envisioning next-generation car technology. How can a company strike a balance between operation and exploration?<BR/><BR/> Andrew Robertson, the CEO of BBDO, an advertising firm considered to be the gold standard of creativity, knows that it is critical to conduct business as usual while pursuing business <I>un</I>usual. Most companies focus on the former, while giving lip service to the latter. In <I>The Creative Shift</I>, Robertson offers the tools to help individuals, teams, and companies switch into creative mode, seamlessly and effectively, includin<BR/>   <ul><li> Developing a common language to convey when a creative shift is needed; </li><li> Generating an array of possibilities and applying them onto your problem until something clicks; </li><li> Managing unhelpful personality traits; </li><li> Properly incentivizing and protecting creative contributions; </li><li> Getting out into the world to “forage” for ideas. </li></ul><BR/> This book is for every manager, leader, and entrepreneur who needs to rally a team, an organization, or themselves to think big and keep the flame of invention burning brightly while under suffocating pressure—which happens to be when you need creative problem-solving the most.