Edward de Bono’s message When we think of creativity in a business setting we often think of new products and services. In practice this is not the most important use of creativity. The more important use may be ‘better ways’ of doing something which is routine, well known or even an old idea. The destination is set. How do we get there? There may be simpler ways of doing things that have been done before. There may be creative ways of cutting cost. There may be creative ways of reducing wastage. Unfortunately, the departments that see a need for creativity tend to be the R&D department and the marketing department. Operations and engineering departments have no time for ‘fancy ideas’. That is a pity.]]>