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The Missing Think

Your business can't survive without some creative thinking.

This story appears in the January 2003 issue of Entrepreneur. Subscribe »

You've probably noticed creativity has gotten a lot of attention lately. Creativity has always been valued as a good business skill. So why is it now seen as so essential?

There are three powerful reasons. First, our high-velocity economy requires that businesses constantly create. Second, we know a creative business culture attracts, retains and motivates workers, especially knowledge workers. Third, using creative techniques helps generate ideas that our normal mode of thinking would not. The brain generates patterns it's difficult for us to see beyond. Creative techniques help us bypass our usual ways of thinking and generate ideas we wouldn't normally. In this economy, where ideas are what matters, it makes sense to learn more about the creative process.

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