★ Creativity requires more than superficial initiatives. This book shows you how to make a real difference
★ With practical advice, concrete tips, and inspiration
★ For leaders, HR professionals, entrepreneurs, and creatives

On creativity in the workplace

In a world driven by artificial intelligence, stimulating and nurturing creative thinking is no longer a luxury but a necessity for every business and organisation. Yet brainstorming sessions rarely deliver real results. The real work begins with giving feedback and keeping ideas alive. But why does that matter so much? How do you truly put creativity to work? And how do you build a creative culture that goes beyond Friday drinks and a ping-pong table in the office?

With sharp observations, playful anecdotes, and practical advice, this book shows you how to give effective feedback, keep ideas alive, and turn creativity into growth. A provocative plea to embrace creativity not as a buzzword, but as a strategy for survival.

Kristof Snels has worked in the advertising industry for twenty-five years and spent a decade as an improvisation actor. He has worked at several renowned agencies, where his role evolved from junior copywriter to executive creative director. His work has won numerous international awards.