Flying in the face of current thinking, this book suggests that we do not need to βthink outside the boxβ in our quest for creativity, rather we should rethink the way we look βinside the boxβ. This idea will resonate only too well with those who have endeavoured to be creative by thinking outside that box, only to have their attempts scuppered by the constraints of bureaucracy and organizational politics. Instead of fighting a losing battle, the author suggests that creativity should be worked at within the constraints of the organizational box, but that space needs to be grown and allowed to be shaken up. Only by experimenting, mutating and finding new directions can you uncover business paths that lead to success. The reader is encouraged not to free themselves from all their knowledge and experiences (the thinking outside the box method) but to use their knowledge and experience in new ways. The creative methods suggested in the book will be linked to real business examples from which techniques have been developed to help their implementation. Numerous exercises and βeye-openersβ form part of the practical implementation of Micael DahlΓ©nβs ideas. The book is framed by models and concepts of how creativity works (the creative process, the creative person and the creative result) and what its effects are.