Welcome to the imagination elevator that will take you to the 998th floor of the 55 floor building!

Confused? Don't be. Because everything can have many alternatives, an infinite number-you need to only imagine them. And this book will help you do precisely that.
The tools this book provides-mainly, Zoom in/Zoom out/Zoom in (Zi-Zo-Zi) on the Imagination Elevator-will give you the key to unlock the innate creativity that lies within you and within everyone, now locked up in the dark cellars of your brain by all those who want you to be diligent, efficient, obedient, routine, and disciplined, and who have taken away your God-given gift: The freedom to think, the power to create.
The book breaks the conventional definition of creativity-a skill that is unorthodox, new, or that which cannot be taught. Instead, the authors argue that creativity, like a hero, is largely made and not born. The technique they prescribe is simple, its scope, fantastic!

"I once tried to eat porridge with my mother's hairbrush. It wasn't a great idea, but it was a creative new choice. And it could be great for pasta lovers who have trouble winding the pasta around their forks."

Your Brain as a PC
The database in your brain is based, like a PC, on stored files, arranged by headings and subheads.
Chapter 1
The Phonograph
In many innovations, there is a seemingly unimportant product attribute that takes on mythical psychological proportions.
Chapter 4
Creativity in Action Stories to Aspire and Inspire
Successful creativity combines novel, useful ideas that widen the range of our choices far beyond what now exists, with creative ways to implement the ideas and sustain how they are produced and distributed, hopefully globally.
Chapter 4
Johnny Cash
In your career, innovate not just products or services. Innovate your career. Take crooked paths to your destination. Take risks. Go where others don't dare. You won't regret it.
Chapter 6
Build Your Creativity Muscles
Creativity is the key response, perhaps the only response, to waning popularity-in the face of the nearly irresistible tendency to do more of the same.
Chapter 6
Innovation: Lessons from Yves St. Laurent
Live your dream, we tell innovators. Yves Saint Laurent not only lived his-he let other people wear them. In doing so, he made them beautiful.
Chapter 6
What Scholars Know about Creativity
How indeed can the wolf of creativity and the lamb of discipline dwell together, without one destroying the other?
Chapter 7
Passionate involvement can make you happy, some-times, and mis-erable other times.
Chapter 7


Arie Ruttenberg is co-founder of Israel's largest advertising agency, where for over 30 years he applied his creative skills daily. Later, he started a new enterprise, Club 50, which provides tools to those 50 and over for reinventing their lives. At present he is working on a new startup, Creativity Bank.
Arie was born in Tel Aviv, on August 8, 1948, less than three months after the state of Israel achieved independence. His parents were Holocaust survivors who immigrated to Israel a year before his birth, from the European death camps. He was born at the height of Israel's War of Independence, and at the age of 8, experienced another war, the Sinai Campaign (1956). At age 19, as a combat soldier in the Israel Defense Forces, he was seriously injured by an explosive device that damaged both his sight and his hearing, and was declared 100 percent disabled. He ascribes his creativity and innovative skills to the instability and the hardships in his life, which forced him constantly to search for original solutions in order to deal with reality.

Shlomo Maital is a Senior Research Fellow at the Samuel Neaman Institute for Advanced Studies, Technion and Professor (Emeritus) at Technion-Israel Institute of Technology, Haifa, Israel. He was the academic director of TIM-Technion Institute of Management, Israel's leading executive leadership development institute and a pioneer in action-learning methods, from 1998 to 2009, working with over 200 high-tech companies and startups. He was summer Visiting Professor for 20 years at MIT Sloan School of Management for Management of Technology M.Sc. program, teaching over 1,000 research and development (R&D) engineers from 40 countries. He is the author, co-author, or editor of 12 books, including Technion Nation (2012), Global Risk/Global Opportunity (SAGE, 2009), Innovation Management (SAGE, 2007; 2nd edition, 2012), and Executive Economics (The Free Press, 1994), translated into seven languages. He was co-founder of SABE-Society for Advancement of Behavioral Economics.


The Last Chapter: How Come Nobody Thought of That Before?
Your Brain as a PC
Your Imagination: The Tool That Is Beyond Our Imagination
Taking the Imagination Elevator to the Land of Unlimited Possibilities
Creativity in Action: Stories to Aspire and Inspire
So-How in the World Do You Create?
Build Your Creativity Muscles: 10 + 1 Exercises for Heavy-Lifting Change-the-World Innovators
What Scholars Know about Creativity: A Journey Through the Literature
On Becoming Walter Mitty: The Fun of Imagining
There Is Always More Than One (Right) Way...
About the Authors: Arie, Shlomo, and Zi-Zo-Zi


Shikhar Mohan

CEO, OneYearMBA.co.in, former Brand Head, HCL Infosystems

"The literal elevator into the land of imagination presented by the author is reminiscent of the elevator in Charlie and the Chocolate Factory by Roald Dahl - except this elevator ride starts with the promise of a golden ticket to creativity."

Professor Dan Shechtman

Nobel Laureate in Chemistry, 2011

"After you read this fun book and discover the power of your creative mind, you will buy more copies as gifts for your friends."

J.V. Ramamurthy

Chief Operating Officer, HCL Infosystems

"Today's world demands an innovative bent of mind to succeed. With easy to follow exercises and plenty of real-world examples, Arie Ruttenberg and Shlomo Maital set the readers on a truly rewarding path that helps them unlock their creative potential."

Professor Peretz Lavie

Technion-Israel Institute of Technology

"Who has not fantasized about inventing a world-changing technology and becoming overnight a star like Steve Jobs, or Bill Gates? Ruttenberg and Maital's new book Cracking the Creativity Code delightfully shows that the talent of creativity can be mastered and developed and is not a privilege for just a few lucky ones. One just has to take the 'Elevator' and follow Zi-Zo-Zi, the angel of creativity and the authors' instructions in order to develop and train the 'creativity muscles'. I enthusiastically recommend this book to all who would like to learn about the talent of creativity and how to master it."

David (Dadi) Perlmutter

Former Executive Vice-President, Intel Corp

"Imagination is caged within everyone of us. This book gives us simple tools to unlock it and innovate."

L.R. Natarajan

CEO, NBD, Titan Company Limited

"Competitive intensity is forcing every business to look at-what to change, what to change to, and how to change? The winning answers, obviously, depends on the level of creativity in a given organization. This book, with the simple yet powerful principle of Zi-Zo-Zi, coupled with many inspiring stories and many interesting exercises is a great read in helping businesses to democratize creativity, a critical ingredient required to win in the market place."

Thulasiraj Ravilla

Executive Director, Aravind Eye Care System

"Not just another book on innovation!!! What sets this book apart is the innovative manner in which the process of creativity and innovation is dissected and presented. There is an art in everything we do while we sometimes fail to recognize the element of science in it. "