Serious creativity: Using the power of lateral thinking to create new ideas - Edward de Bono

The lack of fresh, constructive thinking is the vital missing ingredient in the way many businesses and people tackle the problems of the 1990s. With Serious Creativity, world-renowned Edward de Bono brings right up to date his landmark concept of lateral thinking with twenty-five years of practical experience on the deliberate use of creativity.

Creativity is becoming increasingly important for all businesses as competition intensifies, because it is the best and cheapest way to get added value out of existing resources and assets. New concepts are essential for the ‘Sur/Petition’ that is coming to replace traditional competition. Edward de Bono’s Serious Creativity has undoubtedly become the standard textbook of creativity around the world demonstrating that his techniques of lateral thinking really do work for individuals and corporations.

At last creative thinking becomes a usable skill instead of a matter of talent or temperament – or just luck – with this step-by-step approach to creativity on demand.