This is the seminalwork on deliberate creative thinking. The world -renowned expert in creativity and inventor of the systematic process of lateral thinking shows that 'serious creativity' is not a contradiction in terms. Formal creative tools are based on the logic of self-organising patterning systems.
De Bono's approach has been used by business executives with astounding results. A top executive at Du Pont says that lateral thinking saved his company $30million in a new product introduction, and Peter Ueberroth used lateral thinking to make the Olympic Games profitable and much sought after by host cities for the first time in history. 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.
Serious Creativity will undoubtedly become the standard textbook of creativity around the world. Twenty-five years of extensive experience, research and insights resulting in new material makes this book a powerful and fundemental book for all who use creative thinking. The years have shown that de Bono's deliberate techniques of lateral thinking really do work for individuals and for corporations. At last creative thinking becomes a useable skill instead of a matter of talent, temperament, or luck, and moves to the centre of value for corporations.