On a wintry afternoon in February, a veteran British adman named Roger Mavity walked into a drab meeting room at the Financial Times to tell a bunch of journalists how to do their jobs better.
He and Stephen Bayley, the design guru, were about to publish How to Steal Fire, yet another book on one of the most eagerly sought qualities in the business world: creativity.
Companies buffeted by a storm of digital disruption and competitive pressures have embraced the need for creative thinking with gusto in recent years, which marks a turnround.
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