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Cracking the Creativity Code
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Cracking the Creativity Code
Zoom in/Zoom out/Zoom in Framework for Creativity, Fun, and Success

  • Arie Ruttenberg - Creativity Bank
  • Shlomo Maital - Senior Research Fellow, S. Neaman Institute for Advanced Studies in Science & Technology, Haifa, Israel


September 2014 | 168 pages | SAGE Response

Creativity is an acquired skill, one that improves with practice. Cracking the Creativity Code shows you how!

This book provides a proven method for generating world-changing ideas. It empowers individuals who have given up on their innate creativity, who believe that they have lost their creative powers through years of disuse.

In a light, entertaining style, the authors describe their unique, structured approach to creativity. To bring the reader closer to this lost art, the authors present a ‘Zoom in, Zoom out, Zoom in’ technique to make ‘creation’ more accessible to everyone.

Reinvigorate your personal creativity machines—once turned on, it will generate an unending stream of novel ideas that can change the world.

 
 
The Last Chapter: How Come Nobody Thought of That Before?
 
Your Brain as a PC
 
Your Imagination: The Tool That Is Beyond Our Imagination
 
Taking the Imagination Elevator to the Land of Unlimited Possibilities
 
Creativity in Action: Stories to Aspire and Inspire
 
So—How in the World Do You Create?
 
Build Your Creativity Muscles: 10 + 1 Exercises for Heavy-Lifting Change-the-World Innovators
 
What Scholars Know about Creativity: A Journey Through the Literature
 
On Becoming Walter Mitty: The Fun of Imagining
 
Epilog: There Is Always More Than One (Right) Way…
 
Index

“Who has not fantasized about inventing a world-changing technology and becoming overnight a star like Steve Jobs, or Bill Gates? Ruttenberg and Maital’s new book Cracking the Creativity Code delightfully shows that the talent of creativity can be mastered and developed and is not a privilege for just a few lucky ones. One just has to take the ‘Elevator’ and follow Zi-Zo-Zi, the angel of creativity and the authors’ instructions in order to develop and train the ‘creativity muscles’.I enthusiastically recommend this book to all who would like to learn about the talent of creativity and how to master it.”

Professor Peretz Lavie
President, Technion–Israel Institute of Technology

“After you read this fun book and discover the power of your creative mind, you will buy more copies as gifts for your friends.”

Professor Dan Shechtman
Nobel Laureate in Chemistry, 2011

“Imagination is caged within everyone of us. This book gives us simple tools to unlock it and innovate.”

David (Dadi) Perlmutter
Former Executive Vice-President, Intel Corp

“Competitive intensity is forcing every business to look at—what to change, what to change to, and how to change? The winning answers, obviously, depends on the level of creativity in a given organization. This book, with the simple yet powerful principle of Zi-Zo-Zi, coupled with many inspiring stories and many interesting exercises is a great read in helping businesses to democratize creativity, a critical ingredient required to win in the market place.” 

L.R. Natarajan
CEO, NBD, Titan Company Limited

“Today’s world demands an innovative bent of mind to succeed. With easy to follow exercises and plenty of real-world examples, Arie Ruttenberg and Shlomo Maital set the readers on a truly rewarding path that helps them unlock their creative potential.”

J.V. Ramamurthy
Chief Operating Officer, HCL Infosystems

“Not just another book on innovation!!! What sets this book apart is the innovative manner in which the process of creativity and innovation is dissected and presented. There is an art in everything we do while we sometimes fail to recognize the element of science in it. This book brings out the ‘how to’ of innovation and thus making it appealing to individuals who want to unleash their creativity as well as those who want to unleash the potential for innovation in their organization. Early on in the book, the concepts are brought out through an engaging fairy tale, making it refreshingly practical and simple.”

Thulasiraj Ravilla
Executive Director, Aravind Eye Care System

“The literal elevator into the land of imagination presented by the author is reminiscent of the elevator in Charlie and the Chocolate Factory by Roald Dahl – except this elevator ride starts with the promise of a golden ticket to creativity.”

Shikhar Mohan
CEO, OneYearMBA.co.in, former Brand Head, HCL Infosystems, internationally awarded adman, ex-Jury member of New York Festivals, USA

[The book] delightfully shows that the talent of creativity can be mastered and developed and is not a privilege for just a few lucky ones. One just has to take the ‘Elevator’ and follow Zi-Zo-Zi, the angel of creativity and the authors’ instructions in order to develop and train the ‘creativity muscles’…I enthusiastically recommend this book to all who would like to learn about the talent of creativity and how to master it.

Professor Peretz Lavie
President, Technion–Israel Institute of Technology

This is indeed a well-researched and very interesting piece of work in which different aspects of creativity are touched to explore the real meaning out of it. This is a great work to understand the concept ‘creating’ better. The ideas and concepts given by authors are very useful.

Global Business Review,
Volume 17 (Issue 2), April 2016

Preview this book

Arie Ruttenberg

Arie Ruttenberg is co-founder of Israel’s largest advertising agency, where for over 30 years he applied his creative skills daily. Later, he started a new enterprise, Club 50, which provides tools to those 50 and over for reinventing their lives. At present he is working on a new startup, Creativity Bank.Arie was born in Tel Aviv, on August 8, 1948, less than three months after the state of Israel achieved independence. His parents were Holocaust survivors who immigrated to Israel a year before his birth, from the European death camps. He was born at the height of Israel’s War of Independence, and at the age of 8, experienced another war,... More About Author

Shlomo Maital

Shlomo Maital is Senior Research Fellow at the Samuel Neaman Institute for Advanced Studies, Technion, and Professor (Emeritus) at Technion–Israel Institute of Technology, Haifa, Israel. He was the academic director of TIM–Technion Institute of Management, Israel’s leading executive leadership development institute, and a pioneer in action-learning methods, from 1998 to 2009, working with over 200 high-tech companies and startups. He was summer visiting professor for 20 years at the MIT Sloan School of Management for Management of Technology MSc program, teaching over 1,000 research and development (R&D) engineers from 40 countries. He... More About Author

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ISBN: 9788132119685
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