Classic de Bono: … Tradition requires creativity Over the years Dr Edward de Bono has shared great insights through his messages. This series of blogs revisits some of those highlights.

tradition requires creativity

I was speaking at the Innotown design conference at Aalesund in Norway. This is a small town that has been running a very effective and charming design conference each year. At the conference I met Lionel Poilane who is the son of a baker and set out to make bread in a traditional manner – but to do it very well. His bread is now famous in much of Europe. Menus feature ‘Poilane bread’. He built a large bakery just outside Paris, and supplies three per cent of the bread in Paris as well as exporting, by courier, bread to the USA and other countries. He is a classic example of using creativity to do something traditional, in an innovative way. This applies both to his design of the bakery, his way of treating staff, his marketing, etc. So often we think of creativity only in terms of new products and services. There is, however, just as much need for creativity, in carrying out in an effective way, something that in the end is very traditional. Nothing could be more traditional than traditional bread.]]>