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1、PreparingfutureMainrecommendations:generations—CloserlinksshouldbeestablishedbetweenuniversitiesandSMEsofcreative—Highereducationcoursesshouldbetterpreparestudentstoworkspecialistswith,andunderstand,otherspecialists—Centresofexcellenceshouldbeestablishedformulti-disciplinarycoursesandbusinessc
2、ombiningmanagementstudies,engineeringandtechnologyandtheleaderscreativearts.Turningcreativeideasintonewwaysofthinkingandintosuccessfulproductsandservicesrequiresafusionofdifferentskills.Thisisoftenimpededbytheinabilityofbusinesspeopleandspecialiststospeakthesamelanguage,afailuretounderstandhow
3、acombinationofengineering,technology,creativeandbusinessskillscancontributetoabusiness,andamisunderstandingaboutwhat‘creativity’isandhowtomanageit.Therequirementissimple.Weneedbusinesspeoplewhounderstandcreativity,whoknowwhenandhowtousethespecialist,andwhocanmanageinnovation;creativespecialist
4、swhounderstandtheenvironmentinwhichtheirtalentswillbeusedandwhocantalkthesamelanguageastheirclientsandbusinesscolleagues;andengineersandtechnologistswhounderstandthedesignprocessandcantalkthelanguageofthebusiness.‘…CreativityneedsCreativityneedstopervadethewholeofanorganisationand,forthisreaso
5、n,topervadethewholethenatureandvalueofcreativityneedstobeanintegralpartofalllearning.ofanorganisationSomebusinesses,suchasUnileverandJohnLewis,arestartingtoworkwithand,forthisreason,organisationslikeArts&Business,tocreatespecificimprovementsintheirskillsthenatureandvaluebaseandemployeeattitude
6、s.Indeed,understandingcreativityshouldbepartofofcreativityneedsequippingeveryoneforlifeandworkinthe21stcentury.Itispleasingtoseethattobeanintegralpartthisisincreasinglybeingrecognised;thereisnodoubtthatthereismuchmoreofalllearning…’creativityinprimaryandsecondaryeducationnowadays.Recently,thed
7、rivehasbeenboostedbytheArtsCouncil’sCreativePartnershipsprogramme,whichusescreativityandtheartstoimprovelearninganddeliveryofthewidercurriculum.Theprogramme,whichstartedinMay2002,hasalreadybeenintroducedtoover5,000schools,reachingalmost
