What is *Serious Creativity* by Edward de Bono about?

*Serious Creativity* challenges the myth that creativity is an innate talent, arguing it’s a teachable skill rooted in deliberate techniques like lateral thinking. Edward de Bono, a pioneer in creative cognition, provides frameworks to systematically generate ideas, solve problems, and break rigid thought patterns. The book emphasizes structured methods like the Six Thinking Hats and concept harvesting to cultivate innovation.

Who should read *Serious Creativity*?

This book is essential for professionals in problem-solving roles (e.g., managers, entrepreneurs, educators) seeking structured creativity tools. It’s also valuable for anyone stuck in conventional thinking patterns, as de Bono’s methods—like lateral thinking and random input—offer practical steps to unlock innovation. Artists and writers will find fresh approaches to ideation beyond traditional “brainstorming”.

Is *Serious Creativity* worth reading?

Yes, for its actionable frameworks. Unlike vague creativity guides, de Bono provides concrete tools like the *Six Thinking Hats* and *Focus-Subfocus* techniques. The book’s emphasis on “harvesting ideas” and categorizing concepts (e.g., seedling vs. concept ideas) makes it a practical manual for sustained innovation.

What are the key takeaways from *Serious Creativity*?

- Creativity is a skill, not a genetic trait. - **Lateral thinking** (stepping away from logic) and **parallel thinking** (structured brainstorming) are core methods. - Systematic idea harvesting prevents valuable concepts from being overlooked. - Misconceptions like “creativity requires chaos” or “artistic talent” limit progress.

How does Edward de Bono define lateral thinking?

Lateral thinking involves deliberately disrupting logical patterns to generate novel solutions. For example, using random input (e.g., a random word) or “provocations” to escape fixed ideas. De Bono contrasts this with vertical (linear) thinking, arguing that breakthrough ideas often emerge from illogical leaps later validated by logic.

What is the Six Thinking Hats method in *Serious Creativity*?

A framework where participants “wear” six colored hats, each representing a thinking mode: - **White**: Facts/data. - **Red**: Emotions/intuition. - **Black**: Critical judgment. - **Yellow**: Optimism/benefits. - **Green**: Creativity/alternatives. - **Blue**: Process control. This method reduces conflict

Serious Creativity

How to Be Creative under Pressure and Turn Ideas into Action

Edward de Bono

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Overview of Serious Creativity

Edward de Bono's groundbreaking manual transforms creativity from mysterious talent to learnable skill. Used by global businesses and taught in schools worldwide, "Serious Creativity" introduced lateral thinking techniques that revolutionized problem-solving. What if your next breakthrough idea is just one provocative technique away?

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Chapter 1

Unleashing Your Mind's Creative Potential

Steve Jobs loved it. The Dalai Lama praised it. Edward de Bono's "Serious Creativity" has transformed how organizations like IBM, DuPont, and Singapore's government approach innovation. Published in 1992 after 47 years of de Bono's work in creative thinking, this groundbreaking book has sold millions of copies worldwide and been translated into 38 languages. What if you could systematically generate brilliant ideas on demand? Imagine sitting at your desk, needing a breakthrough solution, and instead of hoping for inspiration, you could apply a deliberate technique that produces innovative ideas within minutes. This isn't fantasy-it's the practical reality de Bono's lateral thinking techniques offer. In a world where competitors are equally lean and competent, creativity has become the essential competitive advantage. Yet most of us have been taught to think critically, not creatively. This book bridges that gap, offering systematic tools to unlock the mind's natural creative potential.

Chapter 2

The Brain as a Self-Organizing Information System

To understand creativity, we must first understand how our brains work. The human brain functions as a self-organizing information system where incoming information creates patterns-similar to how rainfall forms streams and valleys that channel future rain. These neural patterns develop through repeated exposure and experience, creating well-worn pathways that become increasingly efficient at processing familiar information. Just as water naturally follows the path of least resistance, our thoughts tend to follow these established neural highways. These neural patterns allow us to recognize things based on previous experience, making perception efficient but creating an asymmetry: the route from B to A may be direct while A to B is roundabout. For example, while we can instantly recognize a face in a crowd, describing that same face in detail to someone else becomes surprisingly difficult. This asymmetry exists because our brain optimizes for quick recognition rather than reverse engineering. This asymmetry explains both humor and creativity. When we hear a joke, we follow a main track of thinking until the punchline suddenly forces us to a side-track that connects back to the beginning in an unexpected way. Consider the classic "Why did the chicken cross the road?" joke - our mind follows the expected pattern of seeking a clever reason, only to be surprised by the obvious "to get to the other side." Similarly, creative thinking involves escaping established perception patterns to reach valuable side-tracks, like when Alexander Fleming noticed the bacteria-free zone around mold in his petri dishes, leading to the discovery of penicillin. The challenge is reaching these "idea points" on side-tracks. This is where lateral thinking techniques help-they provide systematic methods to escape main tracks and increase our chances of finding side-tracks. Techniques like random word association, provocation, or reversal thinking deliberately disrupt our usual thought patterns. Every valuable creative idea must be logical in hindsight, which is why we need techniques that help us reach ideas we couldn't access through pure logic. Our experience creates "time sequence traps" where information clusters like "RAT" become solid and resist disruption. These mental blocks can be seen in problem-solving exercises where the solution requires thinking outside conventional associations. Without creativity, we can't fully utilize information locked in old structures, patterns, concepts, and perceptions. For instance, the Wright brothers broke through the "heavier than air can't fly" paradigm by observing birds and questioning basic assumptions about flight. This understanding demolishes the myth that creativity is mysterious talent. By recognizing the brain as a pattern-making system, we can see creativity's logic-the logic of patterning systems-and develop systematic techniques to enhance it. Just as we can train our muscles through specific exercises, we can develop our creative abilities through deliberate practice and techniques that challenge our established thought patterns.

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Chapter 3

Why Traditional Approaches to Creativity Fall Short

For decades, we've misunderstood creativity in fundamental ways, leading to ineffective methods and missed opportunities for innovation. First, we've confused artistic creativity with conceptual creativity. While artists create new works within established styles, frameworks, and traditions - like a painter working in impressionism or a musician composing within classical structures - conceptual creativity changes fundamental perceptions and generates entirely new ideas. Both forms are valuable, but they're different skills requiring distinct approaches and mindsets. The popular "right brain/left brain" model has been exaggerated to the point of "hemispheric racism" with reductive statements like "He's too left-brained to be creative" or "She needs to access her right brain more." While this notation has some value in demonstrating that not all thinking follows linear patterns, modern neurological research through PET scans reveals that during creative thinking, both hemispheres are actively engaged simultaneously. Creative thinking requires full brain engagement - concepts initially form in the left brain's analytical framework, but we need to modify and transform these concepts through right brain processes to achieve genuine creativity. Perhaps most damaging is the widespread belief that creativity simply comes from releasing inhibitions. Many creativity workshops focus exclusively on "freeing" people from constraints and "releasing" supposedly innate creative potential through exercises like free association or stream-of-consciousness writing. While removing fear of being wrong has limited value in the creative process, it's dangerous and counterproductive to believe this is all that's needed. The human brain isn't naturally designed to be creative - it's evolved to form stable patterns and stick to them for survival and efficiency. Removing inhibitions only brings us back to our baseline "normal" creativity level rather than enhancing it. Similarly, the "crazy genius" aspect of creativity pushed by some practitioners relegates creative thinking to the periphery as something non-serious or purely entertainment-based. While new ideas may initially seem outlandish compared to existing ones, it's a false and limiting assumption that creative thinking must be based on randomness or craziness. Lateral thinking uses provocation in a deliberate, systematic way based on the logic of asymmetric patterning systems - very different from simply generating wild ideas for their own sake. This misconception often prevents organizations from taking creative thinking seriously as a business tool. Traditional brainstorming techniques sometimes give the misleading impression that creativity consists merely of shooting out random ideas hoping one might accidentally hit a useful target. This scatter-gun approach makes little sense in most professional fields where specific challenges need targeted solutions. Deliberate creativity isn't about random hit-and-miss processes but about methodically escaping established perceptual tracks to find new territories of possibility. It requires structured techniques, deliberate practice, and systematic approaches to pattern-breaking and idea generation. Moreover, these traditional approaches often ignore the crucial implementation phase of creativity. Having novel ideas is only the beginning - true creativity includes the ability to develop, refine, and successfully execute these ideas in practical contexts. This requires a blend of divergent and convergent thinking skills that many traditional creativity methods fail to address.

Chapter 4

The Six Thinking Hats Method

The Six Thinking Hats method provides a powerful yet simple framework for directing attention to different modes of thinking. Developed by Edward de Bono, this systematic approach has been widely adopted by major corporations including IBM, NASA, and Microsoft. The method helps create dedicated space for creative thinking, manage persistent negativity, and move beyond traditional argument-based discussions by allowing teams to collectively focus on one thinking style at a time. White hat thinking focuses purely on information and data - what we have, what's missing, what we need, and how to get it. When white hat thinking is requested, everyone sets aside proposals and arguments to concentrate on available information. This might include market research, internal statistics, expert opinions, or identified knowledge gaps. For example, during product development, a team might use white hat thinking to gather customer feedback data, manufacturing costs, and competitor analysis before making decisions. Red hat thinking gives permission to express feelings, intuition, and hunches without apology or justification. This allows valuable gut feelings to enter discussions openly rather than being disguised as logic. A seasoned executive might share their instinctive concerns about a merger, or a designer might express their emotional response to a new product concept. These intuitive insights often prove valuable despite lacking immediate logical backing. The black "caution" hat prevents mistakes through critical judgment. It points out why something cannot be done or won't be profitable, identifying risks, dangers, and potential problems. While possibly the most useful hat, black hat thinking is easily overused-like alcohol, valuable in moderation but problematic in excess. For instance, when evaluating a new business venture, black hat thinking helps identify regulatory hurdles, resource constraints, and market risks. The yellow hat represents optimism and the logical positive view. It looks for feasibility, benefits, and how things can be done, focusing on value and opportunity. Unlike black hat thinking, which comes naturally from our survival instinct, yellow hat thinking often requires deliberate effort. This might involve identifying potential cost savings, market opportunities, or unexpected benefits of a challenging situation. The green hat signals creative thinking, calling for new ideas, additional alternatives, and possibilities. It creates dedicated time and space for creative effort, even when no immediate ideas emerge. During green hat sessions, wild ideas are welcomed and judgment is suspended. Teams might use techniques like random word association or role-playing to spark innovative solutions to seemingly intractable problems. The blue hat manages process control and thinking about thinking itself. It sets the agenda, suggests next steps, and asks for summaries and decisions. Like a conductor in an orchestra, the blue hat ensures all other thinking modes are used effectively and in appropriate sequence. This might involve starting meetings with objectives, switching between hats as needed, and concluding with action items. The Six Hats method breaks free from Western argument tradition where opposing positions compete to win. Instead of adversarial thinking where ego becomes attached to positions, the method enables cooperative exploration where everyone examines benefits, dangers, or possibilities simultaneously. This parallel thinking approach has proven particularly effective in multicultural environments and high-stakes decision-making scenarios.

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Chapter 5

Lateral Thinking: The Systematic Path to Creativity

Lateral thinking emerged from psychological studies at Oxford, computer research highlighting machines' limitations in creative thinking, and medical research on self-organizing systems. The term was coined in 1967 when de Bono realized "moving laterally" perfectly described this alternative thinking approach. Now in the Oxford Dictionary, lateral thinking is defined as "seeking to solve problems by unorthodox or apparently illogical methods." The key concept is that "you cannot dig a hole in a different place by digging the same hole deeper." While vertical thinking builds logically from an established position, lateral thinking moves sideways to find different perceptions, concepts, and entry points. Lateral thinking isn't merely divergent thinking-it includes logical and convergent aspects too. It's a precise term focusing on changing perceptions and concepts based on self-organizing information systems, while "creativity" has a wider, more confused meaning encompassing elements of "new," "bringing something into being," and "value." Several simple yet powerful lateral thinking techniques form the foundation of systematic creativity: The Creative Pause is the simplest technique-a deliberate interruption in thinking flow to create space for new ideas. Unlike pauses triggered by problems, this is an intentional pause because you want to consider alternatives. It's brief (20-30 seconds individually, two minutes for groups) but builds creative attitude and turns creative attention into habit. Focus is crucial yet underappreciated. By concentrating on areas others haven't bothered with, even modest creative thinking can produce spectacular results. There are two broad types: general-area focus (like "I want new ideas in the area of restaurants") and purpose focus (improvement, problem-solving, task-oriented, or opportunity). Challenge differs fundamentally from critical challenge. While critical challenge judges adequacy, creative challenge questions uniqueness without criticism. It asks not "Is this adequate?" but "Is this the only way?" After making a creative challenge, we search for alternatives through three approaches: Block (forcing alternatives by blocking the current path), Escape (freeing our minds from dominant ideas), and Drop (questioning whether we need the process at all).

Chapter 6

The Power of Provocation and Movement

Provocation is a systematic method for producing creative discontinuity, allowing us to deliberately step outside reasonable boundaries in a controlled way. Unlike normal thinking where we need reasons before making statements, with provocations we make statements first and their effect provides retro-justification. To signal provocations, de Bono invented the word "po" in 1968 as a linguistic signal for statements made not to describe reality but to make things happen in our minds. "Po" can mean "provoking operation," "provocative operation," or "provocation operation." There are several ways to set up provocations: The Escape Method creates provocations by identifying things we take for granted, then deliberately negating them. For example: "We take for granted that restaurants have food. Po, restaurants do not have food." This might lead to the concept of elegant indoor picnics where patrons bring their own food. The Stepping-Stone Method includes several techniques: • Reversal: Looking at the normal direction of something and going in the opposite direction, like "planes land upside down." • Exaggeration: Creating provocations by suggesting measurements far outside the normal range, such as "police have six eyes." • Distortion: Changing normal relationships or time sequences, like "you close the letter after you post it." • Wishful Thinking: Expressing impossible fantasies, such as "pencils should write by themselves." The Random Input technique juxtaposes unrelated words with your problem focus, forcing new connections. For example, a "cigarette po nose" provocation led to the idea of placing seeds in cigarette filters so flowers would grow from discarded butts. Once a provocation is set up, we use "movement" to develop useful ideas. Movement is fundamentally different from judgment-it's about flowing forward from ideas regardless of their correctness. Five systematic techniques help generate movement: 1. Extract a Principle: Identify and extract a principle or feature from the provocation while ignoring everything else. 2. Focus on the Difference: Compare the provocation with existing ideas and explore the points of difference. 3. Moment to Moment: Imagine the provocation being implemented and visualize what would happen frame by frame. 4. Positive Aspects: Directly identify benefits in the provocation. 5. Circumstances: Explore special situations where the provocation might have direct value.

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Chapter 7

Implementing Creativity in Organizations

Introducing creativity to organizations presents significant challenges that require deliberate strategy and unwavering executive support. Without active CEO endorsement, even the most promising creative initiatives tend to falter. When senior leaders actively champion creativity, in-house seminars and workshops become powerful tools to overcome deeply entrenched misconceptions about creative thinking. However, without such leadership commitment, creativity often becomes merely acknowledged in principle but quickly deprioritized when organizations face operational pressures or financial challenges. Organizations can pursue two distinct approaches to creativity implementation. The first is "everyday" creativity, which becomes seamlessly integrated into normal thinking patterns without requiring formal effort. This approach emphasizes making creative thinking a natural part of daily decision-making and problem-solving. The second is "specific" creativity, where clearly defined needs trigger the deliberate application of lateral thinking techniques to address particular challenges or opportunities. Everyday creativity development relies on embedding seven fundamental attitudes into organizational culture: the Creative Pause (deliberately stopping to consider alternatives), Challenge (questioning existing methods), Green Hat thinking (generating new possibilities), Simple Focus (concentrating on core issues), Alternatives (seeking multiple solutions), Provocation (using unconventional thinking to spark ideas), and constructive listening (being receptive to new perspectives). This integration happens through two primary mechanisms: sensitization programs that help people understand creativity's strategic importance, and comprehensive training in formal lateral thinking techniques that provide practical tools for creative thought. Specific creativity requires a more structured approach with three essential components. First, defining the creative focus with precise parameters and desired outcomes. Second, establishing a clear structure for applying lateral thinking tools, including scheduled sessions, designated facilitators, and appropriate methodologies. Third, implementing a robust system for evaluating and implementing the creative output, ensuring ideas translate into actionable results. The Creative Hit List serves as a formal strategic tool for organizations to systematically identify areas requiring creative attention. Unlike the reactive approach where executives only think creatively when problems become evident, the Hit List proactively identifies opportunities where innovative thinking could create value. This might include product improvements, process efficiencies, customer experience enhancements, or new market opportunities. Successful implementation requires clear ownership and accountability. Similar to how new products need a "product champion," creativity requires a dedicated "process champion" to drive initiatives forward. The ideal process champion isn't necessarily the most creative individual, but rather someone possessing a combination of essential qualities: organizational energy, strong administrative abilities, sufficient seniority to influence decisions, developed interpersonal skills, persuasive communication abilities, and team-building capabilities. Looking ahead, organizations will increasingly need to establish formal "concept management" roles and systems. These positions will be responsible for systematically collecting, generating, and developing new concepts - treating innovative ideas with the same rigor as financial or material assets. DuPont's Center for Creativity, strategically positioned near the CEO's office, demonstrates the level of institutional commitment required for successful implementation. Similar centers are emerging in forward-thinking organizations that recognize creativity as a core competitive advantage rather than a peripheral function.

Chapter 8

From Ideas to Implementation

After generating ideas through lateral thinking, we need a systematic approach to developing them. While immediately usable ideas can proceed straight to evaluation, most require further refinement. The premature rejection of ideas through immediate application of real-world constraints must be avoided. The phrase "the same as" is particularly dangerous-claiming a new idea resembles an existing one effectively kills it without proper consideration. Instead, we should shape ideas by using constraints to actively mold them into more suitable forms-like a potter shaping clay. We ask questions like "Can we do this more cheaply?" or "How can we make this legal?" Every idea has a central power-its benefits, attractiveness, or ease of implementation. Strengthening focuses on enhancing this core power. Even excellent ideas can become more powerful through exploring their full potential. While strengthening focuses on an idea's power, reinforcing addresses weaknesses-potential points of failure or trouble. Weaknesses might include complexity, potential for abuse, or poor initial acceptability. Even brilliant ideas fail without proper attention to implementation. Who decides on the idea? Who implements it? Whose cooperation is needed? Presentation matters almost as much as quality. The time inevitably comes when constructive indulgence toward a new idea must end, and the idea must prove its worth against other possibilities. Ideas can be sorted into several evaluation categories: Directly Usable Ideas, Good Ideas but Not for Us, Good Ideas but Not Now (Back Burner), ideas that Need More Work, Powerful but Not Usable ideas, Interesting but Unusable ideas, Weak Value ideas, and truly Unworkable ideas. When evaluating ideas, several broad considerations must be examined: Benefits (the most important consideration), Feasibility (following benefits because significant benefits will motivate greater efforts to make an idea work), Resources (whether we have and want to allocate the necessary resources), and Fit (whether the idea suits the organization's type, size, policy, strategy, objectives, public image, and leadership personalities). The belief that a brilliant idea will succeed on its own merit is almost never true. Ideas require someone determined to overcome obstacles and make them work. Like raw diamonds that need cutting to reveal their beauty, ideas only show their value through the efforts of those determined to make them succeed.

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Chapter 9

The Future Demands Creative Thinking

Creative thinking is rapidly emerging as a fundamental business capability, becoming as essential as financial management, resource allocation, and human capital development. As organizations across industries reach similar levels of operational excellence and technical competence, the ability to generate better concepts and fresh perspectives increasingly provides the critical competitive edge. Traditional data analysis and business intelligence, while valuable, cannot alone generate breakthrough ideas - minds are inherently limited by their existing frameworks and mental models. The ability to create genuinely new concepts has become the differentiating factor in modern business success. Recent advances in neuroscience and cognitive psychology have illuminated the mathematical necessity for creativity in human thought processes. The brain functions as a sophisticated self-organizing information system where incoming data naturally forms into recognition patterns. However, these patterns are inherently asymmetric and non-linear, requiring the capacity to make novel connections across seemingly unrelated domains. This cross-pattern thinking occurs spontaneously in moments of humor and insight, and can be deliberately cultivated through systematic lateral thinking techniques. Examples include the accidental discovery of penicillin or the invention of the Post-it Note - both cases where seeing beyond established patterns led to breakthrough innovations. Creativity isn't a mysterious gift bestowed upon a select few but rather a systematic skill that can be developed and enhanced through practice and proper techniques. The tools and methods of lateral thinking - including provocation, random entry, and concept extraction - have been refined and validated through four decades of practical application across diverse industries. Organizations like 3M, Google, and IDEO have successfully institutionalized these creative thinking processes, demonstrating that when new ideas are needed, they can be systematically generated using proven approaches. Unfortunately, many organizations still treat creativity as a superficial buzzword, making token references in corporate communications while remaining satisfied with incremental improvements. They mistake brainstorming sessions and colorful office spaces for genuine creative culture. The truly successful organizations of the future will be those that have already begun embedding serious creative thinking into their core operations, recognizing that unlocking their workforce's creative potential is essential for long-term success. In today's hypercompetitive landscape, where technological capabilities and quality standards are increasingly commoditized and globally accessible, the ability to generate novel concepts and fresh perspectives will separate market leaders from followers. Companies like Apple, Tesla, and Amazon demonstrate how creative thinking at scale can reshape entire industries. Serious creativity - applied systematically and supported organizationally - has evolved from a nice-to-have into a strategic imperative for any organization that aims to actively shape its future rather than passively react to change.

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Key Themes in Serious Creativity

lateral thinking
systematic innovation
pattern breaking
conceptual creativity
deliberate provocation

Quotes from Serious Creativity

Creativity has become the essential competitive advantage.
Every valuable creative idea must be logical in hindsight.
Without creativity, we can't fully utilize information.
The human brain isn't naturally designed to be creative.
Deliberate creativity isn't about random hit-and-miss processes.

Characters in Serious Creativity

Edward de BonoAuthor and developer of lateral thinking tools
Alexander FlemingScientist who discovered penicillin
The Wright brothersAviation pioneers who challenged flight paradigms

About the Author

Edward Charles Francis Publius de Bono (1933–2021), author of Serious Creativity: Using the Power of Lateral Thinking to Create New Ideas, was a Maltese physician, psychologist, and Nobel Prize-nominated authority on creative thinking. A Rhodes Scholar with advanced degrees from Oxford and Cambridge, de Bono revolutionized problem-solving through his concept of lateral thinking, introduced in his 1967 bestseller Lateral Thinking.

His work bridges psychology and practical innovation, with frameworks like the Six Thinking Hats method adopted by Fortune 500 companies and governments worldwide. De Bono authored over 70 books, including Six Thinking Hats and Parallel Thinking, translated into 36 languages.

As Founder of the Cognitive Research Trust and International Conferences on Thinking, his teachings remain foundational in business strategy and education curricula. Serious Creativity distills decades of research into systematic techniques for generating breakthrough ideas, solidifying his legacy as the father of modern creativity studies.

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Chapter 7

Serious Creativity

OverviewOverview of Serious Creativity

One book. Many ways to hear it.

Unleashing Your Mind's Creative Potential

The Brain as a Self-Organizing Information System

See every word as you hear it

Why Traditional Approaches to Creativity Fall Short

The Six Thinking Hats Method

Get more out of Serious Creativity

Lateral Thinking: The Systematic Path to Creativity

The Power of Provocation and Movement

See every word as you hear it

Implementing Creativity in Organizations

From Ideas to Implementation

Get more out of Serious Creativity

The Future Demands Creative Thinking

You made it to the end of Serious Creativity

Key Themes in Serious Creativity

Quotes from Serious Creativity

Characters in Serious Creativity

About the Author

Download Summary of Serious Creativity

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FAQs About This Book

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1,000,000+ curious minds.

1,000,000+ curious minds.

One book. Many ways to hear it.

Unleashing Your Mind's Creative Potential

The Brain as a Self-Organizing Information System

See every word as you hear it

Why Traditional Approaches to Creativity Fall Short

The Six Thinking Hats Method

Get more out of Serious Creativity

Lateral Thinking: The Systematic Path to Creativity

The Power of Provocation and Movement

See every word as you hear it

Implementing Creativity in Organizations

From Ideas to Implementation

Get more out of Serious Creativity

The Future Demands Creative Thinking

You made it to the end of Serious Creativity

Users also liked

Discover more

Overview of Serious Creativity