mod001093 creative thinking 080315
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MOD001093 MOD001093 ENTREPRENEURSHIP ENTREPRENEURSHIP AND INNOVATION: AND INNOVATION: CREATIVE THINKINGCREATIVE THINKING
Prof.Stephen OngProf.Stephen OngBSc(Hons)Econs (LSE), MBA (Bradford)BSc(Hons)Econs (LSE), MBA (Bradford)
Visiting Professor, Shenzhen UniversityVisiting Professor, Shenzhen UniversityAcademic Fellow, Entrepreneurship & Innovation,Academic Fellow, Entrepreneurship & Innovation,
The Lord Ashcroft International Business School, Anglia The Lord Ashcroft International Business School, Anglia Ruskin University Cambridge UKRuskin University Cambridge UK
MBA ANGLIA RUSKIN UNIVERSITY MBA ANGLIA RUSKIN UNIVERSITY
Today’s Overview Today’s Overview
LEARNING OBJECTIVESLEARNING OBJECTIVES To discuss the role of creativity in To discuss the role of creativity in
innovation and entrepreneurshipinnovation and entrepreneurship To understand the creative To understand the creative
processprocess To evaluate the use of different To evaluate the use of different
techniques to enhance creativity techniques to enhance creativity in organisationsin organisations
How Creative Are You?How Creative Are You? HundredHundred
Chun HundredChun Hundred
Chun HundredChun Hundred
Chun HundredChun Hundred
Chun HundredChun Hundred
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H EH E
S WS W
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Umph Umph UmphUmph Umph Umph
Of the SpiritOf the Spirit Grace.Grace.
StandStand
II S MediaS Media
2 1111 STO CK2 1111 STO CK THEBLUEFACETHEBLUEFACE IntensityIntensity
S H E E TS H E E T
ObjectionObjection
RuledRuled W E B W E B Roll RollRoll Roll
Roy RoyRoy Roy Tomb of 210,NTomb of 210,N
Scholar
Creativity and InnovationCreativity and Innovation Creativity Creativity – the ability to develop – the ability to develop
new ideas and to discover new new ideas and to discover new ways of looking at problems and ways of looking at problems and opportunities; opportunities; thinkingthinking new things new things
InnovationInnovation – the ability to apply – the ability to apply creative solutions to problems or creative solutions to problems or opportunities to enhance or to opportunities to enhance or to enrich people’s lives; enrich people’s lives; doingdoing new new things. things.
EntrepreneurshipEntrepreneurship EntrepreneurshipEntrepreneurship – the result of a – the result of a
disciplined, systematic process of disciplined, systematic process of applying applying creativitycreativity and innovation and innovation to to the needs and opportunities in the the needs and opportunities in the marketplace. marketplace.
Entrepreneurs connect their Entrepreneurs connect their creative creative ideas with the purposeful action and ideas with the purposeful action and structure of a business. structure of a business.
Failure: Part of the Failure: Part of the Creative Process!Creative Process!
For every 3,000 new product ideas:For every 3,000 new product ideas: Four make it to the development stage.Four make it to the development stage. Two are actually launched.Two are actually launched. One becomes a success in the market.One becomes a success in the market.
On average, new products account for 40% On average, new products account for 40% of companies’ sales!!of companies’ sales!!
Creativity is an important source of Creativity is an important source of building a competitive advantage. building a competitive advantage.
Can We Can We LearnLearn to Be to Be Creative?Creative?
By overcoming paradigms and by suspendingBy overcoming paradigms and by suspendingconventional thinking long enough toconventional thinking long enough to
consider new and different alternatives!consider new and different alternatives!
Yes!
Answer : How Creative Are Answer : How Creative Are You?You?
Fortune 500Fortune 500 Scattered Scattered ShowersShowers
Triumph of the Triumph of the SpiritSpirit
Grace PeriodGrace Period
Rhodes ScholarRhodes Scholar I UnderstandI Understand Spring BreakSpring Break Media BiasMedia Bias
Two for One Two for One Stock SplitStock Split
Blue in the FaceBlue in the Face High IntensityHigh Intensity SpreadsheetSpreadsheet
Objection Objection OverruledOverruled
Web Links Web Links Rolls RoyceRolls Royce Tomb of Tomb of TutankhamenTutankhamen
Right-Brained, Right-Brained, Creative ThinkersCreative Thinkers
Always ask: “Is there a better way?”Always ask: “Is there a better way?” Challenge custom, routine, and Challenge custom, routine, and
tradition.tradition. Are reflective.Are reflective. Are prolific thinkers. Are prolific thinkers.
Play mental gamesPlay mental games..
Right-Brained, Right-Brained, Creative ThinkersCreative Thinkers
Realize that there may be more than Realize that there may be more than one “right” answer. one “right” answer.
Know that mistakes are pit stops on Know that mistakes are pit stops on the way to success.the way to success.
Recognize that problems are Recognize that problems are springboards for new ideas. springboards for new ideas.
Right-Brained, Right-Brained, Creative ThinkersCreative Thinkers
Understand that failure is a natural Understand that failure is a natural part of the creative process. part of the creative process.
Relate seemingly unrelated ideas Relate seemingly unrelated ideas to a problem. to a problem.
Have “helicopter skills.” Have “helicopter skills.”
Left-Brained or Left-Brained or Right-Brained?Right-Brained?Entrepreneurship requires Entrepreneurship requires bothboth left-and right- left-and right-brained thinking. brained thinking.
Right-brained thinking draws on Right-brained thinking draws on divergentdivergent reasoning, the ability to create a multitude of reasoning, the ability to create a multitude of original, diverse ideas.original, diverse ideas.
Left-brained thinking counts on Left-brained thinking counts on convergentconvergent reasoning, the ability to evaluate multiple ideas reasoning, the ability to evaluate multiple ideas and to choose the best solution to a problem. and to choose the best solution to a problem.
Barriers to CreativityBarriers to Creativity
Searching for the one “right” Searching for the one “right” answer answer
Focusing on “being logical”Focusing on “being logical”
Blindly following the rulesBlindly following the rules
Constantly being practicalConstantly being practical
Viewing play as frivolousViewing play as frivolous
Barriers to CreativityBarriers to Creativity
Becoming overly specializedBecoming overly specialized
Avoiding ambiguityAvoiding ambiguity
Fearing looking foolishFearing looking foolish
Fearing mistakes and failureFearing mistakes and failure
Believing that “I’m not Believing that “I’m not creative”creative”
Questions to Spur the Questions to Spur the ImaginationImagination
Is there a new way to do it?Is there a new way to do it? Can you borrow or adapt it?Can you borrow or adapt it? Can you give it a new twist?Can you give it a new twist? Do you merely need more of the Do you merely need more of the
same?same? Do you need less of the same?Do you need less of the same?
Questions to Spur the Questions to Spur the ImaginationImagination
Is there a substitute?Is there a substitute? Can you rearrange the parts?Can you rearrange the parts? What if you do just the opposite?What if you do just the opposite? Can you combine ideas?Can you combine ideas? Can you put it to other uses?Can you put it to other uses?
(continued)
Questions to Spur the Questions to Spur the ImaginationImagination What else could you make from this?What else could you make from this? Are there other markets for it?Are there other markets for it? Can you reverse it?Can you reverse it? Can you eliminate it? Can you eliminate it? Can you put it to another use?Can you put it to another use? What idea seems impossible, but if What idea seems impossible, but if
executed, would revolutionize your executed, would revolutionize your business?business?
(continued)
Tips for Enhancing Tips for Enhancing Organizational Organizational CreativityCreativity Include creativity as a core company Include creativity as a core company valuevalue
Embrace diversityEmbrace diversity Expect creativityExpect creativity Expect and tolerate failure Expect and tolerate failure Create an organizational structure Create an organizational structure
that nourishes creativitythat nourishes creativity
Tips for Enhancing Tips for Enhancing Organizational CreativityOrganizational Creativity
Encourage curiosityEncourage curiosity Create a change of scenery periodicallyCreate a change of scenery periodically View problems as opportunitiesView problems as opportunities Provide creativity trainingProvide creativity training Provide supportProvide support Develop a procedure for capturing Develop a procedure for capturing
ideas ideas
(continued)
Tips for Enhancing Tips for Enhancing Organizational Organizational CreativityCreativity
Talk and interact with customersTalk and interact with customers Look for uses for your company’s Look for uses for your company’s
products or services in other products or services in other marketsmarkets
Reward creativityReward creativity Model creative behaviour Model creative behaviour
Tips for Enhancing Tips for Enhancing Individual CreativityIndividual Creativity
Allow yourself to be creativeAllow yourself to be creative Give your mind fresh input every dayGive your mind fresh input every day Observe the products and servicesObserve the products and services
of other companies, especially of other companies, especially those in completely different those in completely different marketsmarkets
Recognize the creative Recognize the creative power of mistakespower of mistakes
Notice what is missingNotice what is missing
Tips for Enhancing Tips for Enhancing Individual CreativityIndividual Creativity
Keep a journal to record your Keep a journal to record your thoughts and ideasthoughts and ideas
Listen to other peopleListen to other people Listen to customersListen to customers Talk to a childTalk to a child Do something ordinary in an Do something ordinary in an
unusual wayunusual way
Tips for Enhancing Tips for Enhancing Individual CreativityIndividual Creativity
Keep a toy box in your officeKeep a toy box in your office Do not throw away seeming “bad” Do not throw away seeming “bad”
ideasideas Read books on stimulating Read books on stimulating
creativity or take a class on creativity or take a class on creativitycreativity
Take some time offTake some time off Be persistentBe persistent
The Creative ProcessThe Creative Process
PreparationPreparation InvestigationInvestigation TransformationTransformation
IncubationIncubation IlluminationIllumination Verif icationVerif ication
ImplementationImplementation
The Creative ProcessThe Creative Process
PreparationPreparation InvestigationInvestigation TransformationTransformation
IncubationIncubation IlluminationIllumination Verif icationVerif ication
ImplementationImplementation
1. Preparation1. PreparationGet your mind ready for creative thinking.Get your mind ready for creative thinking. Adopt the attitude of a lifelong student.Adopt the attitude of a lifelong student. Read … a lot … and not just in your field of Read … a lot … and not just in your field of
expertise.expertise. Clip articles of interest to you and save Clip articles of interest to you and save
them.them. Take time to discuss your ideas with other Take time to discuss your ideas with other
people. people.
1. Preparation
Get your mind ready for creative thinking.Get your mind ready for creative thinking. Join professional or trade associations Join professional or trade associations
and attend their meetings.and attend their meetings. Study other countries and their Study other countries and their
cultures.cultures. Travel to new places.Travel to new places. Develop your listening skills. Develop your listening skills. Eliminate creative distractions. Eliminate creative distractions.
2. The Creative Process2. The Creative Process
PreparationPreparation InvestigationInvestigation TransformationTransformation
IncubationIncubation IlluminationIllumination Verif icationVerif ication
ImplementationImplementation
3. The Creative Process3. The Creative Process
PreparationPreparation InvestigationInvestigation TransformationTransformation
IncubationIncubation IlluminationIllumination Verif icationVerif ication
ImplementationImplementation
3.Transformation3.Transformation Involves viewing both the similarities and Involves viewing both the similarities and
the differences among the information the differences among the information collected. collected.
Two types of thinking are required:Two types of thinking are required: ConvergentConvergent – the ability to see the – the ability to see the
similarities and the connections among similarities and the connections among various and often diverse data and events. various and often diverse data and events.
DivergentDivergent – the ability to see the differences – the ability to see the differences among various data and events. among various data and events.
3. Transformation3. Transformation How can you transform information How can you transform information
into purposeful ideas? into purposeful ideas? Grasp the “big picture” by looking for Grasp the “big picture” by looking for
patterns that emerge.patterns that emerge. Rearrange the elements of the situation.Rearrange the elements of the situation. Use Use synecticssynectics, taking two seeming , taking two seeming
nonsensical ideas and combining themnonsensical ideas and combining them. . Remember that several approaches can Remember that several approaches can
be successful. If one fails, jump to be successful. If one fails, jump to another. another.
4.The Creative Process4.The Creative Process
PreparationPreparation InvestigationInvestigation TransformationTransformation
IncubationIncubation IlluminationIllumination Verif icationVerif ication
ImplementationImplementation
4. Incubation4. Incubation Allow your subconscious to reflect on the
information collected. Walk away from the situation. Take the time to daydream. Relax – and play – regularly. Dream about the problem or opportunity. Work on the problem in a different
environment.
2 - 35Ch. 2: Inside the Entrepreneurial Mind
5. The Creative Process5. The Creative Process
PreparationPreparation InvestigationInvestigation TransformationTransformation
IncubationIncubation IlluminationIllumination Verif icationVerif ication
ImplementationImplementation
2 - 36Ch. 2: Inside the Entrepreneurial Mind
6. The Creative Process6. The Creative Process
PreparationPreparation InvestigationInvestigation TransformationTransformation
IncubationIncubation IlluminationIllumination Verif icationVerif ication
ImplementationImplementation
6. Verification6. Verification Validate the idea as accurate and useful. Validate the idea as accurate and useful.
Is it Is it reallyreally a better solution? a better solution? Will it work?Will it work? Is there a need for it?Is there a need for it? If so, what is the best application of this idea If so, what is the best application of this idea
in the marketplace?in the marketplace? Does this product or service fit into our core Does this product or service fit into our core
competencies?competencies? How much will it cost to produce or to How much will it cost to produce or to
provide? provide? Can we sell it at a reasonable price that will Can we sell it at a reasonable price that will
produce a profit?produce a profit?
7. The Creative Process7. The Creative Process
PreparationPreparation InvestigationInvestigation TransformationTransformation
IncubationIncubation IlluminationIllumination Verif icationVerif ication
ImplementationImplementation
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
BrainstormingBrainstorming:
The goal is to create a large quantity of novel and imaginative ideas.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
d.School Stanford Video : d.School Stanford Video :
““How NOT to brainstorm”How NOT to brainstorm”https://www.youtube.com/watch?v=cmoWCSyujPYhttps://www.youtube.com/watch?v=cmoWCSyujPY
Brainstorming GuidelinesBrainstorming Guidelines
1.1. Keep the group small – “Two pizza rule.”Keep the group small – “Two pizza rule.”2.2. Make the group as diverse as possible.Make the group as diverse as possible.3.3. Emphasize that company rank is Emphasize that company rank is
irrelevant.irrelevant.4.4. Have a well-defined problem, but don’t Have a well-defined problem, but don’t
reveal it ahead of time.reveal it ahead of time.5.5. Limit the session to 40 to 60 minutes.Limit the session to 40 to 60 minutes.6.6. Take a field trip.Take a field trip.7.7. Appoint a recorder.Appoint a recorder.
Brainstorming Guidelines
8.8. Use a seating pattern that encourages Use a seating pattern that encourages interaction.interaction.
9.9. Throw logic out the window.Throw logic out the window.10.10.Encourage Encourage allall ideas from the team. ideas from the team.11.11. Shoot for Shoot for quantityquantity of ideas over of ideas over qualityquality of of
ideas. ideas. 12.12. ForbidForbid criticism. criticism.13.13. Encourage idea “hitch-hiking.” Encourage idea “hitch-hiking.” 14.14.Dare to imagine the unreasonable. Dare to imagine the unreasonable.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
BrainstormingBrainstorming The goal is to create a large The goal is to create a large quantityquantity of of
novel and imaginative ideas. novel and imaginative ideas.
Mind-mappingMind-mapping A graphical technique that encourages A graphical technique that encourages
thinking on both sides of the brain, thinking on both sides of the brain, visually displays relationships among visually displays relationships among ideas, and improves the ability to see a ideas, and improves the ability to see a problem from many sides. problem from many sides.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
Tony Buzan Video : Tony Buzan Video :
““Mind Mapping”Mind Mapping”https://www.youtube.com/watch?v=nMZCghZ1hB4https://www.youtube.com/watch?v=nMZCghZ1hB4
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
Force Field Analysis Force Field Analysis (Kurt Lewin)(Kurt Lewin) A useful technique for evaluating the A useful technique for evaluating the
forces that support and oppose a forces that support and oppose a proposed change. proposed change.
Three columns: Three columns: Center: Problem to be addressedCenter: Problem to be addressed Left: Driving forcesLeft: Driving forces Right: Restraining forcesRight: Restraining forces
Score each force (-1 to +4) and add them.Score each force (-1 to +4) and add them.
FIGURE 2.2 Sample Force Field Analysis
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
TRIZ (Genrich Altshuller 1946)TRIZ (Genrich Altshuller 1946)A systematic approach A systematic approach
designed to solve any designed to solve any technical problem. technical problem.
Relies on 40 principles and Relies on 40 principles and left-brained thinking to solve left-brained thinking to solve problems. problems.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
Rapid PrototypingRapid PrototypingTransforming an idea into an Transforming an idea into an
actual model that will point actual model that will point out flaws and lead to design out flaws and lead to design improvements. improvements.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
Rapid Prototyping Video : Rapid Prototyping Video :
““3D Printing”3D Printing”
https://www.youtube.com/watch?v=GnFxujCyD70https://www.youtube.com/watch?v=GnFxujCyD70
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
SSM Soft Systems Methodology (OR)SSM Soft Systems Methodology (OR) Soft Systems Analysis Soft Systems Analysis recognises recognises
COMPLEXITY COMPLEXITY and defines not the and defines not the problem but the problem situation.problem but the problem situation.
The individual constructs are based on The individual constructs are based on perceptions, behavioural traits & perceptions, behavioural traits & actions that go into our “World view” actions that go into our “World view” or or Weltanschauung.Weltanschauung.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
SSM Soft Systems Methodology SSM Soft Systems Methodology 7 Stage Model :7 Stage Model :
1.1. Problem SituationProblem Situation
2.2. Analyse SituationAnalyse Situation
3.3. Relevant Systems & Root DefinitionsRelevant Systems & Root Definitions4.4. Conceptual Model (Checklist with Conceptual Model (Checklist with
Customer,Actor,Transformation,Worldview,Owners,Environment)Customer,Actor,Transformation,Worldview,Owners,Environment)
5.5. Compare with Stage 2Compare with Stage 2
6.6. Consider feasible, desirable & acceptable Consider feasible, desirable & acceptable changeschanges
7.7. Implement changes in Real WorldImplement changes in Real World
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
SCAMPER (Alex Osborn)SCAMPER (Alex Osborn) SCAMPER is a development of SCAMPER is a development of
brainstorming, a checklist that helps brainstorming, a checklist that helps you to think of changes you can make you to think of changes you can make to an existing product to create a new to an existing product to create a new one. one.
You can use these changes either as You can use these changes either as direct suggestions or as starting points direct suggestions or as starting points for lateral thinking.for lateral thinking.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
SCAMPER (Bob Eberle)SCAMPER (Bob Eberle) The changes SCAMPER stands for are:The changes SCAMPER stands for are:
SSubstituteubstitute - components, materials, people - components, materials, people
CCombine ombine - mix, combine with other assemblies or services, - mix, combine with other assemblies or services, integrateintegrate
AAdapt dapt - alter, change function, use part of another element- alter, change function, use part of another element
MModify odify - increase or reduce in scale, change shape, modify - increase or reduce in scale, change shape, modify attributes (e.g. colour)attributes (e.g. colour)
PPutut to another use to another use
EEliminateliminate - remove elements, simplify, reduce to core - remove elements, simplify, reduce to core functionalityfunctionality
RReverseeverse - turn inside out or upside down, also use of - turn inside out or upside down, also use of Reversal.Reversal.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
6 Thinking Hats (Edward de BONO)6 Thinking Hats (Edward de BONO) Technique used to look at decisions from a Technique used to look at decisions from a
number of important perspectives. number of important perspectives. This forces you to move outside your This forces you to move outside your
habitual thinking style, and helps you to get habitual thinking style, and helps you to get a more rounded view of a situation. a more rounded view of a situation.
Solve using all approaches and decisions Solve using all approaches and decisions and plans will mix ambition, skill in and plans will mix ambition, skill in execution, public sensitivity, creativity and execution, public sensitivity, creativity and good good contingency planning.contingency planning.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
6 Thinking Hats6 Thinking Hats1.1. White Hat White Hat : : Focus on data available. Look at information Focus on data available. Look at information
and learn from it. Look for gaps in your knowledge, and either and learn from it. Look for gaps in your knowledge, and either try to fill them or take try to fill them or take account of them. account of them. Analyze past trends, Analyze past trends, and try to extrapolate from historical data.and try to extrapolate from historical data.
2.2. Red Hat Red Hat : : Use intuition, gut reaction, and emotion. Think Use intuition, gut reaction, and emotion. Think how other people will react emotionally. Try to understand how other people will react emotionally. Try to understand the responses of people who do not fully know your the responses of people who do not fully know your reasoning.reasoning.
3.3. Black Hat Black Hat : L: Look at all the bad points of the decision, ook at all the bad points of the decision, cautiously and defensively. Try to see why it might not work. cautiously and defensively. Try to see why it might not work. Highlight the weak points in a plan to eliminate, alter or Highlight the weak points in a plan to eliminate, alter or prepare contingency plans to prepare contingency plans to counter them. counter them. Makes your Makes your plans 'tougher' and more resilient, spots fatal flaws and risks plans 'tougher' and more resilient, spots fatal flaws and risks before a course of action. before a course of action.
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
6 Thinking Hats6 Thinking Hats4.4. Yellow Hat:Yellow Hat: The yellow hat helps you to think positively. It The yellow hat helps you to think positively. It
is the optimistic viewpoint that helps you to see all the is the optimistic viewpoint that helps you to see all the benefits of the decision and the value in it. Yellow Hat benefits of the decision and the value in it. Yellow Hat thinking helps you to keep going when everything looks thinking helps you to keep going when everything looks gloomy and difficult.gloomy and difficult.
5.5. Green Hat: Green Hat: SStands for creativity. This is where you can tands for creativity. This is where you can develop creative solutions to a problem. It is a freewheeling develop creative solutions to a problem. It is a freewheeling way of thinking, in which there is little criticism of ideas. A way of thinking, in which there is little criticism of ideas. A whole range of creativity tools can help you here. whole range of creativity tools can help you here.
6.6. Blue Hat: Blue Hat: SStands for process control. This is the hat worn tands for process control. This is the hat worn by people chairing meetings. When running into difficulties by people chairing meetings. When running into difficulties because ideas are running dry, they may direct activity into because ideas are running dry, they may direct activity into Green Hat thinking. When contingency plans are needed, Green Hat thinking. When contingency plans are needed, they will ask for Black Hat thinking, etcthey will ask for Black Hat thinking, etc
Techniques for Improving Techniques for Improving the Creative Processthe Creative Process
6 Thinking Hats Video : 6 Thinking Hats Video :
““Edward de Bono and 6 Thinking Edward de Bono and 6 Thinking Hats”Hats”
https://www.youtube.com/watch?v=o3ew6h5nHcchttps://www.youtube.com/watch?v=o3ew6h5nHcc
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ConclusionConclusion
““Imagination is more important Imagination is more important than knowledge … We can't than knowledge … We can't solve problems by using the solve problems by using the same kind of thinking we used same kind of thinking we used when we created them.” when we created them.” Albert Albert EinsteinEinstein
Further ReadingFurther Reading Buzan, Tony (2000) “The mind map book”, London: BBC Checkland ,P. & Scholes, J. (1999) Soft Systems Methodology in
Action, Wiley De Bono, Edward (1985) Six Thinking Hats, Penguin Books, 2000 Evans, P & Wurster, P. (1999) “Blown to Bits: How the New
Economics of Information Transforms Strategy”, HBS Osborn, Alex (1963) Applied Imagination – Principles and
Procedures of Problem Solving, Charles Scribner's Sons; 3rd Revised edition
Scarborough, Norman, M. (2011) Essentials of Entrepreneurship and Small Business Management. 6th edition. Pearson.
Trott,P. (2008). Innovation management and new product development, (4th edition). FT Prentice Hall.
http://www.mindtools.com http://www.thinkbuzan.com
QUESTIONS?