The Creative Priority: Driving Innovative Business in the Real World (Penguin business) - Tapa dura

How does your company define creativity? Or does creativity define your company? In this remarkable book, Jerry Hirshberg - founder and president of Nissan Design International - distils his experience as leader of the world's hotbed of automotiveinnovation and reveals his strategy for designing an organization around creativity. Rather than the traditional treatment of creativity as a vital component in business, Hirshberg shows it can become the fundamental organizing principle of business. In THE CREATIVE PRIORITY Hirshberg describes how NDI produced a culture which fostered innovation, enabling his team to produce cutting-edge designs for cars for Nissan and Ford, computers, golf clubs, yachts, ski boots and medical instruments.

Jerry Hirshberg is founder and president of Nissan Design International. He speaks widely on subjects ranging from automotive and product design to the managing of creative capabilities.