Creativity and cash an unlikely pair?

In the late 1990s, Harvard Business School Professor Clayton Christensen famously urged businesses to "innovate or die". Today, this advice is an oft-repeated pithy statement in countless business books and magazines, and at forums and conferences. There are also numerous stories of how businesses failing to come up with "disruptive technologies" are likely to go from leader to laggard. Most of these cautionary tales, however, hardly ever go into the practicalities of how bright ideas might be turned into hard cash. This is whatBrainfruit: Turning creativity into cash from East to West aims to do - as its title suggests. The book was written by serial entrepreneur Hugh Mason and Mark Chong, an associate professor of corporate communication at SMU's Lee Kong Chian School of Business.