This is a follow-up to the author's first book The Creative Brain which introduced the proprietary personal assessment tool, the Herrmann brain dominance instrument (HBDI) and the concept of "whole brain technology". HBDI is used to determine what drives the way one thinks and makes decisions.

Now, the author uses HBDI’s four-quadrant model of the brain and the corresponding thinking styles: logician, organiser, communicator, and visionary to show how people can be more "creative" and more productive in an organisation. It summarises almost 20 years of research and application of whole brain technology utilising an active data base of over 100,000 profiles of business people in over 200 occupations in 10 countries and seven languages.

This book is entirely business oriented. Key topics include thinking styles, management styles, communication, productivity, team formation, male/female issues, creativity, strategic thinking, the thinking preferences of CEOs, organisational change, "out of box" thinking, MBAs versus the creatives, entrepreneurship, managing financial consist, a breaking down the barriers to whole brain growth.

Most people and organisations, the author demonstrates, are stuck in a "brain rut" because their work is dominated by Just one mode. Through highly practical explorations and exercises, he shows individuals and organisations how to harness the power of the whole brain.

Basically the author views creativity as the ability to challenge assumptions, recognize patterns, make new connections, take risks, and seize upon chances. He shows how "creativity" in organisations like DuPont and GE is harnessed to profit and thrive in times of chaos, and shows how readers can do the same in their own firms. Readers will take away from this book a blueprint to expand their own thinking styles and to introduce new levels of flexibility and innovation into corporate culture.

-- N Ravindran