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    The Creative Economy

    By: John Howkins

    Date Released

    Out of Print

    Creativity is fun. It's also big business. 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.

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