Herding Monkeys

Unleash your company’s creative genius and turn it into commercial results.
In the new creative economy, a company’s intellectual property is worth far more than their physical assets - just look at Apple and Google.
That’s why, in IBM’S 2010 study of more than 1,500 CEOs creativity was rated the number one leadership needed for companies to lead the market in the new economy.
But up to 75% of business leaders we surveyed admit they’re not harnessing their company’s creativity effectively. Why? Because leading creative people is challenging - like herding monkeys.
This book will show you how to lead creative talents of your people and innovative thinkers and turn their ideas into market-leading commercial winners.
What you’ll discover in ‘Herding Monkeys’ - The creativity myth - why you don’t need to find more creative people or even teach creative thinking - What it really takes to lead creative people effectively - How to spot the creatives in your company and tap into the gold vein of their ideas - How to motivate your creative people and direct their talent towards clears commercial outcomes - How to balance the freedom and structure your creatives need - How to transform your business into an industry leader in the new creative economy