Companies want their employees to have creative ideas.

(a) Company A hires only the smartest people and then immediately after appointment sends them on creativity workshops.

(b) Company B has a rigorous selection procedure. Its expensive and elaborate three-day assessment centre selection approach focuses on determining each applicant’s level of creativity.

(c) Company C has a staff restaurant with only six-seater tables to allow different staff to meet; its rest areas have whiteboards on the walls; and there are suggestion boxes in every main corridor