Juicing the Orange.

Creativity is something every organization boasts or covets--either way, few really know how to use it. Too many think it means throwing money at marketing fads or paying lip service to "out-of-the-box" thinking. Rarely do these approaches positively affect the bottom line. The challenge is to leverage creativity throughout the organization and turn it into business success.

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In Juicing the Orange: How to turn creativity into a powerful business advantage, the authors suggest that most organizations have more creativity than they realize--they just don't know how to harness it properly. The book offers a disciplined approach to leveraging creativity to deliver measurable results.

By Pat Fallon and Fred Senn. Published by Harvard Business School Press. For more information visit www.HBSPress.org.