Creativity, Inc.: Building an Inventive Organization

Innovations, by definition, change and improve the status quo. Mostly, they do so in small ways, such as a twist on an already existing idea. But when they do so in big ways-such as a new idea altogether-innovations can catapult the inventing company years ahead of competitors.

Those kinds of innovations-from the wheel to the assembly line, from the pen to the PC-are born of creativity. And many companies are allowing this critical wellspring to run dry. In ...