AcknowledgementsNigella, Jamie and the process of encouraging creativitiesThe What: what ingredients will you create with?The How: how will you combine the ingredients?The Where: the set-up of the operation in which you will createThe Who: who are your community and your `users'?The Why: why do you want to be creative?PART I THE WHAT - CREATIVE ELEMENTSThe `What' framework: the market crate1.1 Pushing out: gathering differentRecipe 1 Lewis Latimer: looking beyond the `light bulb moment' (Menlo Park)1.2 Pushing right: using abundanceRecipe 2 Royal Shakespeare Company I: Such Tweet Sorrow (Stratford-Upon-Avon)Recipe 3 The Young Vic: networking creativity (London)1.3 Pushing in: tradition with a twist and evolving authenticityRecipe 4 Peaches Bartkowicz: the twist behind the modern backhand (Louisville)1.4 Pushing left: embracing scarcityRecipe 5 Jua kali and jugaad: extraordinary with less (Nairobi and Mumbai)Recipe 6 Ofo Bikes: cheap old bikes, with a high-tech twist (Beijing)PART II THE HOW - CREATIVE BLENDSThe `How' framework: blending creative teams using creative leadership2.1 Creative sifting: putting together the creative teamRecipe 7 Leeds United again: Bielsa Ball (Santiago, Bilbao, Marseille, Lille and Leeds)2.2 Creative mixing: stirring things upRecipe 8 South Park: animation on speed (Culver City)2.3 Balancing creativity: resisting excess, achieving an architectural balanceRecipe 9 The Weinstein effect: the dangers of creative excess (Los Angeles)Recipe 10 MIT Building 20: the magical incubator (Boston)2.4 Creative remixingRecipe 11 Abraham Lincoln: a blend of rivals (Washington, DC)Recipe 12 Royal Shakespeare Company II: remixing the ensemble (Stratford-Upon-Avon)PART III THE WHERE - THE CREATIVE SET-UPThe `Where' framework: the creative bench formation3.1 The creative M-form: elephants can dance (sort of)Recipe 13 Toyota: dynamic creative capabilities (Toyota City, Japan)3.2 The creative X-form: in squad we trustRecipe 14 Walt Disney: Disney's plus (Los Angeles)3.3 The Star-form: a singular focusRecipe 15 Steve Jobs and the Tiger King: star-centred (San Francisco and Oklahoma)3.4 The O-form: gather roundRecipe 16 Factory Records: coffee table creativity (Manchester, UK)3.5 Additional forms: organizational hybrids, drawing your `where', and overcoming creative approach stagnationRecipe 17 Rivigo: relay trucking vs the 37th caste (India)Recipe 18 Skunk Works: a new modus operandi (Palmdale, USA)PART IV THE WHO - ENGAGING CREATIVE USERS AND COMMUNITIESThe `Who' framework: four circles of co-creation4.1 Joining the circle: from creation to co-creationRecipe 19 Jack White, Third Man Records: crafting co-creation (Detroit)4.2 Reversing the circle: from one-way to two-way co-creationRecipe 20 Tower Records: a tale of two towers (Japan)Recipe 21 Boomshakalakal: how NBA Jam reinvented basketball (USA)4.3 Expanding the circle: from core to peripheryRecipe 22 Norway's cultural rucksack: a national experiment in everyday creativity (Norway)Recipe 23 From Oprah to Shondaland: breaking the network's creative code (USA)4.4 Breaking the circle: from chaos to complexityRecipe 24 The Harlem Shake: who started the virus? (New York - or nowhere)PART V THE WHY - CRATIVE PURPOSESThe `Why' framework: the creative pathways matrix5.1 The personal whyRecipe 25 The Beatles: separate whys (UK)5.2 The productional why (or how creative products take on a life of their own)5.3 Stepping off: taking the exit rampRecipe 26 Ben & Jerry's: the accidental entrepreneurs (Vermont)5.4 Hopping on: the creative product as a launch padRecipe 27 Papi Jiang: hyper-ordinary creativity (China)5.5 Selling out: creative new directionsRecipe 28 Stanley Kirk Burrell: Hammer time after time (Oakland, CA)5.6 No exit: creativity trappedRecipe 29 Diego Maradona: creativity cornered (Buenos Aires and Naples)5.7 Scaling up: doubling down and going for growthRecipe 30 A creative good: the operational hijab (New Zealand / The World)5.8 Why next?Index