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