ABSTRACT
From the line management viewpoint, it is very easy to see creativity as another fad being imposed from the top to cover up incompetent management. It is essential, however, to get across the practical value of this discipline. Creativity is the classic example of a Pygmalion technology. Unless the user really believes in it, it will not work: perception is extremely important. New ideas are like green shoots; they can be destroyed very easily if they are trampled on by cynicism. This section looks at how those who are up to their necks in alligators may regard the introduction of systematic creativity, and how to sell it to them.
