Inspiration and Creativity

Nicholas Ind and Cameron Watt

Chapter 1 in Inspiration, 2004, pp 1-10 from Palgrave Macmillan

Abstract: Abstract Think of something that inspires you. It could be the scale and spectacle of the Bilbao Guggenheim, the visual appeal of a Bang and Olufsen hi-fi, the highly personalised service of the US retailer Nordstrom or the indulgence of a meal at London’s Bibendum restaurant. Now think what that sense of inspiration does to you. It should excite you, make you feel special and give you a sense of real engagement. This is why creativity is important. It creates a point of difference and builds a bond between a brand and its customers. But just think how often you’re inspired by your relationship with a brand. Probably not as often as you would like. The few positive experiences stand out like a beacon for most of us. This raises the question of why we don’t have more inspired experiences. That is part of the quest of this book: to understand the processes that enable creative and inspired organisations to be innovative (and to understand the barriers that prevent others).

Keywords: Creative Process; Creativity Industry; Creative Project; Visual Appeal; Creative Behaviour (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51088-3_1

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DOI: 10.1057/9780230510883_1

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