No corporate asset today is at once so prized, and yet so poorly managed as the imagination and creativity of a company's people, But, at a time when companies have restructured themselves and improved quality, in the new competitive arena, the company that manages creativity most effectively performs best in the market. Ideas are the DNA of everything worthwhile, and companies everywhere are waking up to the power of creativity. This book explains how to engage the minds, stimulate the imagination and ensure the loyalty of people who design, build and deliver products and services. With specific examples, he shows how organizations fail by not making use of creative resources whilst other companies gain enormous advantage, transforming imagination into hard profit and a competitive position.