If An Enterprise Does Not Aspire To

For Better Or Worse, Our Future Is Now Closely Tied To Human Creativity.

The Rules Themselves Are Clear Enough, And Within Everyone’s Reach. But Many Forces, Both Within Ourselves And In The Environment, Stand In The Way. It Is A Little Like Trying To Lose Weight: Everyone Knows What It Takes, Everyone Wants To Do It, Yet It Is Next To Impossible For So Many.

What Does This Contradictory Pattern Mean?one Conclusion Seems Inevitable: When It Comes To Work, People Do Not Heed The Evidence Of Their Senses. They Disregard The Quality Of Immediate Experience, And Base Their Motivation Instead On The Strongly Rooted Cultural Stereotype Of What Work Is Supposed To Be Like. They Think Of It As An Imposition, A Constraint, An Infringement Of Their Freedom, And Therefore Something To Be Avoided As Much As Possible.

There Will Be No Good Business Unless The Majority Comes To Agree That We Should Demand More From Business Than Large Quarterly Returns.

Creativity Is A Central Source Of Meaning In Our Lives...most Of The Things That Are Interesting, Important, And Human Are The Results Of Creativity...when We Are Involved In It, We Feel That We Are Living More Fully Than During The Rest Of Life.