"You cannot make soup without water. But a bowl of water is not a bowl of soup. It is what you add to the water that gives the ‘value’ of soup".

Edward de Bono, the father of thinking about thinking, argues that there is no substitute for business competence, efficiency and cost control. But more than this, every business has to deliver a ‘value’ to customers, just like soup has to deliver a value. Designing these values requires creativity and new ideas.

In his essay he argues passionately that businesses need to treat creativity as seriously as they treat capital, labour,machinery and IT.