Why these ideas work, but seem weird -- What is creativity, anyway? -- Hire "slow learners" (of the organizational code) -- Hire people who make you uncomfortable, even those yu dislike -- Hire people you (probably) don't need -- Use job interviews to get ideas, not to screen candidates -- Encourage people to ignore and defy superiors and peers -- Find some happy people and get them to fight -- Reward success and failure, punish inaction -- Decide to do something that will probably fail, then convince yourself and everyone else that success is certain -- Think of some ridiculous or impractical things to do, then plan to do them -- Avoid, distract, and bore customers, critics, ans anyone who just wants to talk about money -- Don't try to learn anything from people who seem to have solved the peoblems you face -- Forget the past, especially your company's successes -- Building companies where innovation is a way of life

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