How does your company define creativity? Or does creativity define your company? In this book, Jerry Hirshberg - founder and president of Nissan Design International (NDI) - distills his experience as leader of the world's hotbed of automotive innovation and reveals his strategy for designing an organization around creativity.

Rather than championing the traditional treatment of creativity as a vital component in business, Hirshberg shows how creativity can become the fundamental organizing principle of business. In The Creative Priority, Hirshberg describes how NDI produced a culture that fostered innovation, enabling his team to produce such cutting-edge designs as Nissan's Altima, Pathfinder, Quest, and Maxima; Ford's Villager; and Infiniti's J30.

In The Creative Priority Hirshberg weaves together enlightening real-world anecdotes with the story of NDI's genesis to illustrate eleven interlocking strategies that came to define NDI's creative priority. 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 grab bag of breakthrough insights that can help your business perform its most important function.