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Time and space. Genetics and robotics. Education and fashion.Possibilities limited only by our imaginations. The future is yoursto create. Could you be the Leonardo da Vinci of ourtimes?
Most ideas are incremental, quickly copied and suffocated byconventions. "Future back" thinking starts with stretchingpossibilities then makes them a reality "now forward". The bestideas emerge by seeing what everyone has seen, and thinking likenobody else. Newness occurs in the margins not the mainstream.Solutions emerge through powerful fusions of the best ideas intopractical, useful concepts. Creative people rise up. Visionaries,border crossers and game changers. Engage your right brain, openyour eyes, think more holistically... intuition rules.
From Apple to Blackberry, GE to Google, innovative companiesstand out from the crowd not so much for their exceptionalproducts, despite what one might assume, but for the way theychallenge conventions, redefine markets, and change consumerexpectations. Apple didn't just create the iPod; it envisioned thefuture of music and then made a product to service that future. Andthe same holds true for every highly innovative company. InCreative Genius, Peter Fisk presents ten tracks forinnovation and provides business blueprints for making thatinnovation happen.Creative Genius is inspired by the imagination andperspective of Leonardo da Vinci, in order to drive creativity,design and innovation in more radical and powerful ways. Itincludes practical tools ranging from scenario planning and contextreframing to accelerated innovation and market entry, plus 50tracks, 25 tools, and 50 inspiring case studies.
Creative Genius is "the best and last" in theGenius series by bestselling author Peter Fisk. Othersinclude Business Genius, Marketing Genius andCustomer Genius.
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About the Author
Peter Fisk (Middlesex, UK) is an experienced strategist and marketer who has spent many years working with companies such as American Express, British Airways, Coca-Cola, and Microsoft. He is an inspiring and popular speaker on marketing subjects.
Table of Contents
1 Leonardo da VinciInspired by his relentless curiosity and perspective, what arethe creative talents that enable you to think differently, betterand deeper, to create a better future?
2 Time and spaceExploring the future world, through time travel and whitespacesto find the best opportunities … with the spaceships andstardust of Virgin Galactic.
3 Creative mindsNew thinking for work and life, where ideas are the newcurrency of success … as demonstrated by Nintendo's ultimategame designer, Shigeru Miyamoto.
4 World changingSeismic shifts that are transforming your markets, invisiblebut with immense implications … like the new vision for Indiaof Aravind Eye Care.
5 WhitespacesWomen and the elderly, genetics and water, networks and 50billion devices … the big opportunities that demand thecreative animation of Pixar.
6 Future backStart with the impossible, then work out how to make itpossible with more dramatic results … like Nobelprize-winning entrepreneur Muhammad Yunus.
7 CreativityThe extraordinary power of ideas, inspired by jesters and sagesto make new connections and possibilities … with the eleganceof Donna Karan.
8 DesignThe fusion of function and form to give new ideas structure andstyle … learning from the 'tae kuk' of the new technologystar, Samsung.
9 InnovationMaking the best ideas happen successfully, and ultimately makelife better for people … with sand dune-running,cyclone-powered James Dyson.
10 Creative geniusWelcome to 'the Genius Lab', where inspiration meetsperspiration, and how this book can help … plus the realitydistortion field of Steve Jobs.
The ideas factory.
11 Getting startedThe 'fuzzy front-end' of problems and opportunities, dreams andnapkin diagrams … and the 'grande fromage' of the creativeworld, Philippe Starck.
12 Seeing things differentlyIdeas and imagination achieved through different worldviews,and by simply getting out there … seeing the bigger picturelike Tim Berners-Lee.
13 Patterns and paradoxMaking sense of the uncertain futures, through patternrecognition and paradox resolution … where the future is alittle robot, the Honda ASIMO.
14 Future scenariosBuilding visions of alternative futures that stretch yourvision and sharpen your decision-making … with rocketscientist to the stars, Burt Rutan.
15 Deep divingImmersing yourself in the customer world, through intuition anddeep diving to understand more … like a day in Mumbai withRatan Tata.
16 CrowdsourcingHarnessing the power of people, because many are smarter thanfew … creating the wonderful user-generated T-shirts ofThreadless.
17 Extremes and parallelsFinding the deviants and border-crossers, in the margins notthe mainstream, and even the Masai Mara … with thedistinctive twist of Paul Smith.
18 Rule-breakersSeizing discontinuity and disruption, breaking rules andconventions to do things differently … oh, and the sheep,sharks and skull of Damian Hirst.
19 IdeationIgniting the power of ideas and hypotheses to stretch,challenge and imagine better solutions … with the enlightenedteamwork of IDEO.
20 The ideas toolkitFive essential tools to generate better ideas – tostretch thinking from the future back, and bring together ideasfrom different perspectives.
The design studio.
21 Design thinkingDesign as a mindset for the creative business, one thatcreates, shapes and communicates ideas … like the real man ofApple, Jonathan Ive.
22 Context reframingFinding your bigger idea by changing the frame of reference bywhich ideas are perceived … like when graffiti becomesartwork with Banksy.
23 Co-creationCreativity that unlocks the power of customer 'ubuntu' todevelop more relevant solutions … with the push to pullof Procter & Gamble.
24 Creative partnersCollaboration that exploits open innovation and ideas exchangeswith the spirit of 'Koinonia' … and the enduringmagic of Disney.
25 ExperimentationPrototypes and simulations, accelerating time to market with'test learn test' … and the molecular gastronomy of theworld’s best restaurant, El Bulli.
26 Concept fusionsConnecting ideas to create better solutions, and articulatingthe concepts that will make life better … inspired by thehuge sculptures of Anish Kapoor.
27 SimplicityBeauty, say the scientists, is in the simplicity of complexity.And so it is in the real world … with the eight laws ofdigital artist John Maeda.
28 Experience designExperiences add theatre and passion to products and services,they do more for people … as Frank Gehry did for theGuggenheim Bilbao.
29 Evaluating conceptsWhich are the winning designs? How to evaluate ideas that haveno history and so numbers are not enough … and the winningformula of Alessi.
30 The design toolkitFive essential tools to design better concepts – thepractical steps to turn creative ideas into winning concepts.
The impact zone.
31 Launch padsAccelerating new ideas to market, using the diffusion ofinnovation, whilst ensuring you cross the chasm … and tastethe amazing chocolate pots of Gü.
32 Creative scriptsSelling ideas through storytelling, learning from the hype andhysteria of Apple launches … and the ‘just do it’advertising of Wieden & Kennedy.
33 Profit modelsMaking sure ideas make money through innovative business modelsand effective pricing strategies … with the commercial flairof Giorgio Armani.
34 Brand propositionsMaking ideas relevant and distinctive through propositions thatfocus on the key benefits to customers … like the sports carsthat care, from Tesla.
35 Contagious ideasCapturing the memes and viruses that make ideas spread, whilstovercoming the 'hype curve' … like rockstar with more ideas,Dave Stewart.
36 Market shapingWinning in the vortex of fast-changing markets throughcontinuous in-market innovation … with the relentlesspersistence of Zaha Hadid.
37 Protecting ideasCopyrights, trademarks and patents that become your mostvaluable assets in a creative world … and the newentertainment world of Live Nation.
38 Going furtherReaching out to adjacent markets though licensing andfranchising to do more with your creative assets … like EdHardy revolutionary Christian Audigier.
39 Delivering resultsHarnessing the value drivers and performance metrics to ensurethat innovation delivers profitable growth … with thecreative rigour of Whirlpool.
40 The impact toolkitFive essential tools to ensure that the best ideas have themost impact in their markets … and to sustain their successover time.
41 Creative leadersRecreating the Medici effect, the ability to support andconnect people and partners for extraordinary results … andthe oriental fashion of Shanghai Tang.
42 Innovation strategyEnsuring that ideas drive profitable growth through alignmentof business and innovation … as demonstrated by 'design forbusiness' at Lego.
43 Creative cultureHotspots and happiness in the innovative organization thatembraces change and imagination every day … recreating 'thespirit of Enzo' at Ferrari.
44 Innovative processesNew product development that learns from the stage gates ofNASA to become open and networked … and reinventinginnovation at 3M.
45 Creative peopleVisionaries, border crossers and game changers. How to ignitethe power of creative people … and create fireworkslike Cai Guo-Qiang.
46 Innovation venturesVentures and incubators that make ideas happen faster insideand outside your business … and Silicon Valley's mostconnected entrepreneur, Reid Hoffman.
47 Creative networksThe creativity of people and places and how creative companiescome together to create better ideas … like theInnovationJams of IBM.
48 Managing innovationManaging the people, projects and portfolios that make the bestinnovations happen time after time … and life in theGoogleplex with Google.
49 Game changingCreative revolutions and the ‘X Prizes’ thatdeliver breakthroughs that normal processes can’t … andthe relentless innovator, Niklas Zennström.
50 Now forwardSo what will you do today? How to make your own ideas happenand find your edge in the changing world … here's to thecrazy ones.
Appendix 1 Creative resources.
Appendix 2 About the book.