WHAT WOULD STEVE JOBS DO? By now it is no secret that Steve Jobs embraced the principles of organizational creativity to make Apple the world's largest company. As he put it, All of us are more creative than any one of us. Enough has been written about this remarkable visionary to know that This is not good enough; we can do better was his philosophy on applied creativity. Even with the amazing talent he had on staff, he always believed that his people could improve on what they thought was great. And improve they did, time and time again. Steve Jobs believed in the capacity of his people to be excellent, and to translate that excellence to the products at Apple. Right down to the smallest detail. Do it better. That's what Steve would do. How would he make it better? By demanding that someone get more creative.

What Can You Do? Tough times require tough measures. Creativity At Work shows you how to leverage organizational creativity as a competitive advantage to make the most of your people and take your organization to the next level.