For many organisations, creativity and innovation are the “holy grail” of business success. However, it is important that these are relevant to the organisation, its customers and its context. Here Professor Colin Coulson-Thomas highlights issues to consider and questions to ask if creativity and resulting innovation are to be relevant, appropriate and effective.

For many organisations, creativity and innovation are the “holy grail” of business success. However, it is important that these are relevant to the organisation, its customers and its context. Here Professor Colin Coulson-Thomas highlights issues to consider and questions to ask if creativity and resulting innovation are to be relevant, appropriate and effective.

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