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Examines how organizations may penalize or reward the avoidance of creativity in their quest to minimize risk and predict outcomes. Considers the barriers to creativity to be: a process‐centred approach,a “boss is always right” attitude, bureaucracy, and over‐zealous financial controls. Concludes that success may rely on creative spirit, which can be summed up by the axioms: “Up with people”, “Work small, think big”, and “Celebrate creativity loudly – count money quietly”.

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