Synopses & Reviews
Britain makes more money from music than from its car industry. In the United States, the core copyright industries achieved foreign sales and exports of $60.18 billion-a figure that surpasses, for the first time, every other export sector, including automobiles, agriculture, and aircraft. Howkins sets out to explore how we can harness creativity and the industry it sustains to our common interests.
The Creative Economy is not about information and the information society. It is about more basic matters, what we humans want and what we are good at.
Managing creative people will be fundamental to business success in the next century, and this book is the first to address the whole business of the creative economy-its importance, and how to manage it. A landmark in business books.
Synopsis
But how do you turn creativity into money – cash, capital and profit? It is not just having a bright idea that counts – it's what you do with it.
John Howkins, a leading expert on creative business, shows us what creativity really is, gives the hard data on its global turnover ($2.2 trillion a year) and outlines the key rules for success.
The rules include:
- Invent yourself. Be unique
- Own your ideas. Understand copyright and patents
- Know when to work alone, and when in a group
- Learn endlessly. Borrow, reinvent and recycle
- Exploit fame and celebrity
- Know when to break the rules
Whether in film or fashion, software or shoes, by focusing on our individual talents we can all make creativity pay.