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The major challenge for leaders in the twenty-first century will be how to release the brainpower of their organization. Creativity is high on the agenda of most managers - what is creativity? What can creativity do for business? How can one be more creative? Intuitively we all know, what creativity is - it's about new ideas or new ways to see things. But commercial reality is mostly about gaining competitive advantage. It means that creativity needs to exist as a core construct of any organization wishing to compete effectively. But highly creative people are often unable or unwilling to become involved with administrative business issues.
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