Bernd H. Schmitt

How did Apple rebound from a decade-long slump? By creating a product, the iPod, that transformed not just the company, but the entire music industry. How did Whole Foods turn itself into a supermarket empire? By challenging the sacred cows of the food business. And how did Dove differentiate its line of beauty …

Introduces a ground-breaking new model for managing creativity within a corporate environment, describing the dynamics of a workplace that encourages breakthrough ideas and initiative, rejects bureaucracy, questions convention, and allows employees to foster individual creative ideas. 50,000 first printing.