Nissan Executive Addresses Power of Creativity

In The Creative Priority--Driving Innovation in the Real World, author Jerry Hirshberg discusses how to design an organization around creativity. Founder and president of San Diego-based Nissan Design International (NDI), Hirshberg says that when creativity is the central organizing principle of an organization, the likelihood of innovation increases. The more traditional concerns such as productivity, efficiency, quality control, team spirit and sales also are enhanced, he says. Published by HarperBusiness, the book includes insights drawn from the author's 18 years of experience with NDI, an organization that produced such designs as Nissan's Altima, Pathfinder, Quest and Maxima.