11 August 2005

Managing Those Creative Types

Bestselling author Richard Florida tells why creativity adds to the bottom line -- and how companies can keep it flowing.

Creative workers constitute 30% of the American workforce, add trillions of dollars to the country's GDP, and earn 50% of the salaries, notes Richard Florida, author of bestseller The Rise of the Creative Class. So understanding the nature of creativity is more important than ever. In this interview, Florida uncovers what creative workers really want, how to manage them, and whether it's even possible to keep them around.
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