How does your company define creativity? Or does creativity define your company? In this remarkable book, Jerry Hirshberg - founder and president of Nissan Design International (NDI) - distils his experience as leader of the world's centre of innovative care design and reveals his strategy for designing an organisation around creativity. In The Creative Priority, Hirshberg describes how NDI produced a culture that fostered innovation. With the help of enlightening anecdotes drawn from his own experience, Hirshberg tells the story of NDI's genesis to illustrate eleven interlocking strategies that came to define NDI's creative priority. The strategies are arranged according to four principles: polarity; unprecedented thinking; beyond the edges; and synthesis. Richly illustrated with NDI's elegant designs and sketches, The Creative Priority is at once a compelling narrative, a rich store of hands-on experience, and a collection of breakthrough insights that can help your business perform its most important function.