The Creative Economy: How People Make Money from Ideas (Penguin Business)

Britain makes more money from music than from its car industry. In the United States, the core copyright industries achieved foreign sales and exports of $60.18 billion-a figure that surpasses, for the first time, every other export sector, including automobiles, agriculture, and aircraft. Howkins sets out to explore how we can harness creativity and the industry it sustains to our common interests. The Creative Economy is not about information and the information society. It is about more basic matters, what we humans want and what we are good at. Managing creative people will be fundamental to business success in the next century, and this book is the first to address the whole business of the creative economy-its importance, and how to manage it. A landmark in business books. Britain makes more money from music than from its car industry. In the United States the core copyright industries achieved foreign sales and exports of $60.18 billion - a figure which surpasses, for the first time, every other export sector, including automobiles, agriculture and aircraft. Howkins sets out to explore how we can harness creativity and the industry it sustains to our common interests. This book is not about information and the information society. It is about more basic matters, what we humans want and what we are good at. But how do you turn creativity into money cash, capital and profit? It is not just having a bright idea that counts it's what you do with it. John Howkins, a leading expert on creative business, shows us what creativity really is, gives the hard data on its global turnover ($2.2 trillion a year) and outlines the key rules for success. The rules Whether in film or fashion, software or shoes, by focusing on our individual talents we can all make creativity pay. The British music business is already larger than its steel industry. Any economy hoping to prosper in a global entertainment and design culture must seize the opportunities presented by creativity quickly. Howkins here explores how this can be done in the real world. Britain makes more money from music than from its car industry. Howkins explores how we can harness creativity and the industry it sustains to our interests. This book is not about information and the information society, but about basic matters John Howkins. Includes Bibliographical References And Index.