The Creative Priority: Putting Innovation to Work in Your Business

Hirshberg, founding president of Nissan Design International, recounts how he built an organisation around creativity — eleven interlocking strategies for making innovation routine. An organisational take on the SDF's Procedures component: designing the conditions for design. Jerry Hirshberg, founder and president of Nissan Design International (NDI), distills his experience leading what the book calls the hotbed of automotive innovation, describing how he built an organization around creativity. Rather than treating creativity as merely a useful component of business, Hirshberg presents it as the organizing principle of the business itself, describing how NDI's culture produced designs including Nissan's Altima, Pathfinder, Quest and Maxima, Ford's Villager and Infiniti's J30. The book weaves real-world anecdotes with the story of NDI's founding to lay out eleven interlocking strategies that defined its approach to creativity, illustrated throughout with NDI's own designs and sketches.