Business & Professional

NTRE,

The Case For Creativity

New book explores how to make fervent business dreams come true.

Bill Carroll
Special to the Jewish News

he said. And, in the process, he person-
ally interviewed more than 200 CEOs,
billionaires, entrepreneurs, educators,
he latest chapter in the hectic
nonprofit leaders and musicians "to
life of highly successful Jewish
examine how they used creativity to
business entrepreneur Josh
drive their own business."
Linkner has 10 chapters. They're in his
He developed what he calls the five-
new book titled Disciplined Dreaming;
part methodology of disciplined dream-
A Proven System to Drive Breakthrough
ing, which he dissects over the 10 chap-
Creativity. Due out next month, the book
ters: ask, prepare, discover, ignite and
(Jossey-Bass; $26.95) presents a synthesis
launch — "a methodology that can help
of techniques that Linkner has used to be
anyone find more creative solutions; the
successful in four businesses plus in his
single mom, the engineer graduate, the
hobby: jazz improvi-
clinical psychologist and
sation.
even the local delicates-
"Businesses
sen owner.
have systems and
The book offers a
processes for every-
variety of ways to get
thing, from answer-
creative — through
ing the phone to
ideas, tips, hints, quiz-
taking out trash;
zes, group games, physi-
remarkably, most
cal
exercises, a blindfold
A PROVEN SYSTEM TO DRIVE
companies have no
BREAKTHROUTH CREATIVITY
test and even an illustra-
system for the one
tion involving Reese's
thing that matters
Peanut Butter Cups.
most: develop-
Some small acts are
ing and growing
creatively important,"
creative capacity,"
he pointed out, "like
points out Linkner,
moving a printer closer
JOSH LINKNER
40, of Birmingham.
to the computers in the
"Disciplined
office."
Dreaming provides
"Disciplined Dreaming
a specific system to attack any creativity is a book that can help spark your cre-
challenge, big or small, and, in the pro-
ative potential;' remarked Tony Hsieh,
cess, to build a culture of creativity and
CEO of Zappos.com , an Internet shoe
sustained growth," he added.
and clothing sales company where
The multi-millionaire Linkner, a
Linkner did some of his book research.
serial" entrepreneur, credits creativity
Linkner loathes people who blindly
with fueling his business successes over
follow the past, citing the "meatloaf"
the past 20 years; and the word "creativ-
story of the teenager watching her
ity" is liberally sprinkled throughout
mother cut the ends off a meatloaf
the 240-page book. He admits to being
before putting it in the oven. The
obsessed with demystifying creativ-
mother can't explain why she does
ity and developing a specific system to
that, except her own mother used to do
grow creative capacity.
it. The grandmother couldn't explain
"I also realized how creatively bank-
either; she learned the technique from
rupt most companies are today. With
her mother. All three then visit the
a constant focus on cost-cutting, effi-
great-grandmother in a nursing home to
ciency gains, top-down control and the
find out the "deep significant" meaning
ever-increasing bureaucracy and race
behind the action.
for the competitive edge, too many
organizations have lost their mojo," he
Simple Answer
explained.
"I don't know why all of you are cutting
the ends off the meatloaf," the great-
Five-Part Methodology
grandmother laughs. "I did it because I
Linkner wrote the book himself —
never had a big enough pan."
wouldn't think of using a ghost writer,"
Linkner intoned: "Unfortunately,

T

`Tn. creettelly
Is rag and it't
?Rona *ono Joshtlonto
cholote•• goo to bocorno •
&nods. kw. tog otoogo, and
hope you otg.. —ark ficdin

DISCIPLINED

DREAM

GONOitt

CI:- Suva.

((

With a constant focus on cost-cutting, efficiency
gains, top-down control and the ever-increasing
bureaucracy and race for the competitive edge,
too many organizations have lost their mojo."

CC

24 January 27 & 2011

JN

- Josh Linkner, author