Creativity Unlimited: Thinking Inside the Box for Business Innovation -- Contents -- Acknowledgements -- 1: Why this book? -- PART I: It ' s About Success -- 2: Why creativity? -- 3: Are you creative? -- 4: Why is creativity so important? -- 5: Isn ' t creativity dangerous? -- PART II: Think Inside the Box -- 6: What is creativity? -- 7: The creative result -- 8: The creative process -- 9: The creative person -- 10: Thinking inside the box -- PART III: Expanding the Box -- 11: The four walls of the box -- 12: The first wall: conventions and rules -- 13: The second wall: common sense -- 14: The third wall: physiology -- 15: The fourth wall: consciousness -- PART IV: Filling the Box -- 16: There ' s no such thing as ' useless ' knowledge -- 17: The brain is lazy -- 18: The power in brands -- 19: Associations -- 20: The context rules -- PART V: Shaking the Box -- 21: Preparations for the final step -- 22: Shaking the box side to side -- 23: Shaking the box up and down -- PART VI: Congratulations: You ' ve Become Smarter -- 24: Are you a creative business innovator? -- Further Reading -- Index.