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| Introduction | |
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| A definition of 'creativity' | |
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| Some possible definitions | |
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| A time and a place | |
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| A definition for public relations practitioners | |
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| Added value | |
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| The context for creativity | |
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| Creativity versus innovation | |
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| Creative thinking versus non-creative thinking | |
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| Big 'C' or little 'c'? | |
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| Summary | |
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| Key words for your creativity vocabulary | |
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| Creativity: some myths debunked | |
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| The myth of the instant 'Big Idea' | |
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| The myth of the left-brain/right-brain theory | |
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| The myth of 'lateral thinking equals creativity' | |
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| Summary | |
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| Key words for your creativity vocabulary | |
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| How you think in 'boxes' | |
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| Same Box, Smaller Box, and Bigger Box thinking | |
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| Why there is no such thing as 'outside-the-box' thinking | |
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| Examples of Bigger Box thinking | |
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| Examples of Smaller Box thinking | |
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| Being flexible in the different boxes you use | |
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| Different 'thinking spectacles' | |
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| Using 'thinking spectacles' to progress your creative idea | |
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| Questions are a creative practitioner's best friend | |
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| Summary | |
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| Key words for your creativity vocabulary | |
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| The creative process | |
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| The five 'I's | |
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| Information | |
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| Incubation | |
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| Illumination | |
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| Integration | |
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| Illustration | |
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| Summary | |
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| Key words for your creativity vocabulary | |
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| Green Light thinking: creative techniques | |
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| Suggested techniques or stimulating ideas | |
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| Providing a structure to information gathering, idea creation and the evaluation of ideas | |
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| Techniques for encouraging a creative state of mind | |
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| Summary | |
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| Key words for your creativity vocabulary | |
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| Green Light thinking: brainstorming | |
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| General principles | |
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| A new way ahead: structured brainstorming | |
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| Nominal Group Technique(NGT) | |
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| Summary | |
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| Key words for yourcreativity vocabulary | |
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| Creativity - the consultation tool | |
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| Identify different audiences to be consulted | |
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| Engage hard-to-reach audiences | |
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| Overcomeinitial objections | |
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| Obtain political buy-in fromkey targets | |
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| Express and make a statementabout your own creativity | |
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| Generate new ideasand alternatives from those being consulted | |
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| Obtain valuable market intelligence and insight | |
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| Create super-advocates for your cause | |
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| Keylessons for successful creative consultation | |
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| Challengeswith consultation | |
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| Feedback | |
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| The consultation quandary | |
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| Overview | |
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| Summary | |
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| Keywords for your creativity vocabulary | |
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| Red Light thinking: the evaluation of ideas | |
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| Formal evaluation methods | |
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| Benjamin Franklin's 'prudential algebra' technique | |
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| External evaluation | |
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| You decide | |
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| Summary | |
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| Key words for your creativity vocabulary | |
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| Creativity is not just for photocalls | |
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| Creativity as a strategic tool | |
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| Creativity as atactical tool: 23 practical examples | |
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| Summary;Key words for your creativity vocabulary | |
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| Obstacles to creativity | |
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| The nature of the problem | |
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| Poor Green LightRed Light thinking in the creative process | |
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| Cultural/socialization problems | |
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| Overcomingthe obstacles | |
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| Summary | |
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| Key words for your creativity vocabulary | |
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| You are never more than 12 feet from an opportunity | |
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| The Millennium Bridge | |
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| Be principled | |
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| Believe there are opportunities - prime yourself | |
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| Try more, little and often | |
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| See a bigger picture | |
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| Use every connection | |
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| Flip the negative | |
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| Be persistent | |
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| Do more than is expected, trust intuition, seize the moment Overview | |
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| Summary | |
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| Key words for yourcreativity vocabulary | |
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| The 'creative diamond' | |
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| The four Qs | |
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| The four Qs overview in creativity -getting the balance right | |
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| The rigid, inflexiblemind | |
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| Summary | |
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| Key words for your creativity vocabulary | |
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| The creative individual | |
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| Be uncomfortable | |
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| Be a pig, a mule and a Zebedee | |
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| Have a positive anchor and be Robert Davy | |
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| Overflow your jug | |
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| Take your hunches to work | |
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| Work, work -- and work | |
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| Be a professor of public relations and parlez PR | |
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| Is your escalator a stairway? | |
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| Speak the language of the positive | |
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| Reach for the stars | |
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| Break the rules, be happy and have fun | |
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| Summary | |
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| Key words for your creativityvocabulary | |
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| Creating a creative culture | |
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| The 'Creative Challenge' | |
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| Managing creative individuals | |
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| The characteristics of a creative organization | |
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| The creative director - to have orhave not? | |
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| Summary | |
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| Key words for yourcreativity vocabulary | |
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| The ethics of creativity: lies, damned lies | |
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| Impropaganda | |
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| Dealing with 'impropaganda' | |
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| The creative use of 'impropaganda' | |
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| Final thoughts on 'impropaganda' | |
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| Summary | |
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| Key words for your creativity vocabulary | |
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| The future of creativity | |
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| The Creative Range | |
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| The Information stagetransformed | |
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| The Incubation stage transformed | |
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| The Illumination stage transformed | |
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| TheIntegration stage transformed | |
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| The Illustration stage transformed | |
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| And finally: greater study of creativity | |
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| Key words for your creativityvocabulary | |
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| Award ceremony | |
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| Interested in finding out more? | |
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| Favourite books on creativity and developing your mind's creative skills | |
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| Books on creativity in marketing | |
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| Books on creativity in organizations | |
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| Books on self-development | |
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| Neuro Linguistic Programming | |
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| Internet sites | |
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| Training courses | |
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| Organizations | |