Creativity consultant Ernie J. Zelinski shows individuals how to be more innovative by seeing and generating more options than they normally would see on their own. Zelinski emphasizes the principles that people must follow to be creative in today's rapidly changing world. Although the book is written with a business orientation, people can use these principles to be more creative in their Job at Work as well as their personal lives. It may even allow some people to announce their liberation from work , get sponsorship for projects , or betterr plan their retirement . The book emphasizes seventeen principles of creativity : 1. Choose to be creative 2. Look for many solutions 3. Write your ideas down 4. Fully analyze your ideas 5. Define your goal 6. See problems as opportunities 7. Look for the obvious 8. Take risks 9. Dare to be different 10. Be unreasonable 11. Have fun and be foolish 12. Be spontaneous 13. Be in the now 14. Practice divergent thinking 15. Challenge rules and assumptions 16. Delay your decision 17. Be persistent There are many challenging exercises to test and stimulate functional activity. This book is humorous and a pleasure to read. A good idea to keep as a reference and to stimulate creative thinking when the going gets tough!