Purpose and benefits

Creativity is rapidly becoming the most important ingredient in business.
Creativity is not a mystical talent that only a few people possess, but a skill that can be developed.
Creativity is not a matter of waiting for inspiration, but a deliberate skill that can be used as needed.
Feeling free and liberated as in traditional brainstorming is a weak approach.
Formal creative techniques are based on an understanding of the brain as a self-organising information system.
Argument is a crude and primitive way of exploring a subject. Parallel thinking is far more effective.
In any organisation, if creativity is not an expectation it will be seen as a risk.