Micael Dahlén is a Professor of Business Administration and Marketing Strategy at the Stockholm School of Economics. His award-winning research within marketing, creativity and consumer behaviour has been published in four books and numerous journal articles. His work is used in various educations in Europe, Asia and the United States, and he lectures and workshops frequently in the industry.

"It's welcome relief to come across a book on innovation that isn't full of whacky images and exclamation marks." (Management Today, November 2008) "...rewarding...should inspire new innovators and help those already engaged in the process to pick a path through the obstacles." (Independent, November 4th 2008)

• Acknowledgements. 1 Why this book?PART I: It’s About Success.2 Why creativity?3 Are you creative?4 Why is creativity so important?5 Isn’t creativity dangerous?PART II: Think Inside the Box.6 What is creativity?7 The creative result.8 The creative process.9 The creative person .10 Thinking inside the box.PART III: Expanding the Box.11 The four walls of the box.12 The first wall: conventions and rules.13 The second wall: common sense.14 The third wall: physiology.15 The fourth wall: consciousness.PART IV: Filling the Box.16 There’s no such thing as ‘useless’ knowledge.17 The brain is lazy.18 The power in brands.19 Associations.20 The context rules.PART V: Shaking the Box.21 Preparations for the final step.22 Shaking the box side to side.23 Shaking the box up and down.PART VI: Congratulations: You’ve Become Smarter.24 Are you a creative business innovator?Further Reading.Index

Micael Dahlén is a Professor of Business Administration and Marketing Strategy at the Stockholm School of Economics. His award-winning research within marketing, creativity and consumer behaviour has been published in four books and numerous journal articles. His work is used in various educations in Europe, Asia and the United States, and he lectures and workshops frequently in the industry.

"It's welcome relief to come across a book on innovation that isn't full of whacky images and exclamation marks." (Management Today, November 2008) "...rewarding...should inspire new innovators and help those already engaged in the process to pick a path through the obstacles." (Independent, November 4th 2008)

• Acknowledgements. 1 Why this book?PART I: It’s About Success.2 Why creativity?3 Are you creative?4 Why is creativity so important?5 Isn’t creativity dangerous?PART II: Think Inside the Box.6 What is creativity?7 The creative result.8 The creative process.9 The creative person .10 Thinking inside the box.PART III: Expanding the Box.11 The four walls of the box.12 The first wall: conventions and rules.13 The second wall: common sense.14 The third wall: physiology.15 The fourth wall: consciousness.PART IV: Filling the Box.16 There’s no such thing as ‘useless’ knowledge.17 The brain is lazy.18 The power in brands.19 Associations.20 The context rules.PART V: Shaking the Box.21 Preparations for the final step.22 Shaking the box side to side.23 Shaking the box up and down.PART VI: Congratulations: You’ve Become Smarter.24 Are you a creative business innovator?Further Reading.Index

Micael Dahlén is a Professor of Business Administration and Marketing Strategy at the Stockholm School of Economics. His award-winning research within marketing, creativity and consumer behaviour has been published in four books and numerous journal articles. His work is used in various educations in Europe, Asia and the United States, and he lectures and workshops frequently in the industry.

"It's welcome relief to come across a book on innovation that isn't full of whacky images and exclamation marks." (Management Today, November 2008) "...rewarding...should inspire new innovators and help those already engaged in the process to pick a path through the obstacles." (Independent, November 4th 2008)

• Acknowledgements. 1 Why this book?PART I: It’s About Success.2 Why creativity?3 Are you creative?4 Why is creativity so important?5 Isn’t creativity dangerous?PART II: Think Inside the Box.6 What is creativity?7 The creative result.8 The creative process.9 The creative person .10 Thinking inside the box.PART III: Expanding the Box.11 The four walls of the box.12 The first wall: conventions and rules.13 The second wall: common sense.14 The third wall: physiology.15 The fourth wall: consciousness.PART IV: Filling the Box.16 There’s no such thing as ‘useless’ knowledge.17 The brain is lazy.18 The power in brands.19 Associations.20 The context rules.PART V: Shaking the Box.21 Preparations for the final step.22 Shaking the box side to side.23 Shaking the box up and down.PART VI: Congratulations: You’ve Become Smarter.24 Are you a creative business innovator?Further Reading.Index