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be done by robots and creativity is the number
one skill that keeps you relevant on the job
market. Even if science is wrong, it´s still great
fun to develop yourself creatively. In Creativity
Works! the authors explain what creativity is
and why we are less creative than we would like
to be - blame it on our brains and the way we
were treated as kids at school.
In this book you´ll practise basic skills to become
creative and learn how a smart creative
process can be designed and executed. From
the formulation of a good starting question to
research methods that will give you great inspiration
and insights, and from smart divergent
thinking to brilliant idea judgement tools: it´s all
in there. Furthermore, Creativity Works! gives
you great instructions on successfully prototyping
and selling your ideas, solutions and
concepts. Let´s beat the robot and work happily
ever after!

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Luijten, Coen
Coen Luijten worked for many years in the banking and insurance industry. He gained his Master´s degree in Imagineering (Master´s in Business Innovation) in 2017 and he has taught creativity, advertising and branding at the Fontys University of Applied Sciences in the Netherlands since 2010.

Dooren, Joris, van
Joris van Dooren started his career developing concepts as a creative in advertising and since 2009 he has taught creativity, advertising and branding at the Fontys University of Applied Sciences in the Netherlands.

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