Cracking the Creativity Code: Zoom in/Zoom out/Zoom in Framework for Creativity, Fun, and Success

168 Pages·2014·6.15 MB·English

by  Arie Ruttenberg

Advance Praise for
Cracking the Creativity Code
“Who has not fantasized about inventing a world-changing
technology and becoming overnight a star like Steve Jobs, or Bill
Gates? Ruttenberg and Maital’s new book Cracking the Creativity
Code delightfully shows that the talent of creativity can be mastered
and developed and is not a privilege for just a few lucky ones. One
just has to take the ‘Elevator’ and follow Zi-Zo-Zi, the angel of
creativity and the authors’ instructions in order to develop and train
the ‘creativity muscles’.
I enthusiastically recommend this book to all who would like to
learn about the talent of creativity and how to master it.”
—Professor Peretz Lavie
President, Technion–Israel Institute of Technology
“After you read this fun book and discover the power of your
creative mind, you will buy more copies as gifts for your friends.”
—Professor Dan Shechtman
Nobel Laureate in Chemistry, 2011
“Imagination is caged within everyone of us. This book gives us
simple tools to unlock it and innovate.”
—David (Dadi) Perlmutter
Former Executive Vice-President, Intel Corp
“Competitive intensity is forcing every business to look at—what to
change, what to change to, and how to change? The winning answers,
obviously, depends on the level of creativity in a given organization.
This book, with the simple yet powerful principle of Zi-Zo-Zi,
coupled with many inspiring stories and many interesting exercises is
a great read in helping businesses to democratize creativity, a critical
ingredient required to win in the market place.”
—L.R. Natarajan
CEO, NBD, Titan Company Limited
“Today’s world demands an innovative bent of mind to succeed.
With easy to follow exercises and plenty of real-world examples, Arie
Ruttenberg and Shlomo Maital set the readers on a truly rewarding
path that helps them unlock their creative potential.”
—J.V. Ramamurthy
Chief Operating Officer, HCL Infosystems
“Not just another book on innovation!!! What sets this book apart is
the innovative manner in which the process of creativity and innova-
tion is dissected and presented. There is an art in everything we do
while we sometimes fail to recognize the element of science in it.
This book brings out the ‘how to’ of innovation and thus making
it appealing to individuals who want to unleash their creativity as
well as those who want to unleash the potential for innovation in
their organization. Early on in the book, the concepts are brought
out through an engaging fairy tale, making it refreshingly practical
and simple.”
—Thulasiraj Ravilla
Executive Director, Aravind Eye Care System
Cracking the
Creativity Code

Cracking the
Creativity Code
Zoom in/Zoom out/Zoom in Framework
for Creativity, Fun, and Success
Arie Ruttenberg
and
Shlomo Maital
Copyright © Arie Ruttenberg and Shlomo Maital, 2014
All rights reserved. No part of this book may be reproduced or utilized in any form
or by any means, electronic or mechanical, including photocopying, recording or
by any information storage or retrieval system, without permission in writing
from the publisher.
First published in 2014 by
SAGE Response
B1/I-1 Mohan Cooperative Industrial Area
Mathura Road, New Delhi 110 044, India
SAGE Publications Inc
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Thousand Oaks, California 91320, USA
SAGE Publications Ltd
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SAGE Publications Asia-Pacific Pte Ltd
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#10-04 Samsung Hub
Singapore 049483
Published by Vivek Mehra for SAGE Publications India Pvt Ltd, typeset at
11/13pt Bembo by Diligent Typesetter, Delhi and printed at Chaman Enterprises,
New Delhi.
Library of Congress Cataloging-in-Publication Data
Ruttenberg, Arie, 1948–
Cracking the creativity code: the zoom in/zoom out/zoom in framework for
creativity, fun, and success / Arie Ruttenberg and Shlomo Maital.
pages cm
Includes bibliographical references and index.
1. Creative ability. 2. Success. I. Maital, Shlomo. II. Title.
BF408.R88 153.3'5—dc23 2014 2014022057
ISBN: 978-81-321-1968-5 (PB)
The SAGE Team: Sachin Sharma, Neha Sharma, Rajib Chatterjee, and Dally
Verghese
All illustrations courtesy: Authors (illustrations drawn by Avi Katz).
For Judith
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observation or feedback, I would like to personally hear from you.
Please write to me at [email protected]
—Vivek Mehra, Managing Director and CEO,
SAGE Publications India Pvt Ltd, New Delhi
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(cid:90)(cid:89)
Contents
CHAPTER 9: The Last Chapter: How Come Nobody
Thought of That Before? 1
CHAPTER 1: Your Brain as a PC 3
CHAPTER 2: Your Imagination: The Tool That Is
Beyond Our Imagination 8
CHAPTER 3: Taking the Imagination Elevator to
the Land of Unlimited Possibilities 11
CHAPTER 4: Creativity in Action: Stories to
Aspire and Inspire 30
CHAPTER 5: So—How in the World Do You Create? 60
CHAPTER 6: Build Your Creativity Muscles:
10 + 1 Exercises for Heavy-Lifting
Change-the-World Innovators 67
CHAPTER 7: What Scholars Know about Creativity:
A Journey Through the Literature 102
CHAPTER 8: On Becoming Walter Mitty: The Fun
of Imagining 136
Epilog: There Is Always More Than One (Right) Way… 140
Index 143
About the Authors: Arie, Shlomo, and Zi-Zo-Zi 148
vii