Another novel feature about this programme, says coordinator Pradip N Khandwalla, is that there has been a modest effort to publicise the programme in the Gulf countries. Even within the country, the response has been promising, adds Khandwalla.

Talking about the objective of the programme, he says: ``Following liberalisation and globalisation, we are entering a phase of hyper competition. This competition will be particularly severe during recessions, and the evidence is all too clear during the present recession.'' According to Khandwalla, in such situations ``me too'' responses do not give a competitive edge. ``And finding innovative solutionsfor business, managerial and technological challenges may make the differences between corporate prosperity and sickness or even death. Therefore, mastering innovation through creativity becomes an essential competence for managers,'' he explains.

The programme is particularly significant because the shelf life of competitive advantage, from adopting the various management models, is limited. The reason being, organisations are quick to imitate. However, innovativeness as a management quality provides a continuing edge, says Khandwalla. So, the creative organisation remains a step ahead because while most organisations remain busy imitating the pioneers and innovators, the creative organisation keeps inventing new options in strategies, systems, structures, products and processes. And research has shown that as compared to conventional organisations, creative organisations turn around faster from the brink, grow faster, and demonstrate superior sustainability of high financial performance, according toKhandwalla.

Elaborating on how the programme could benefit the users, he mentions that it is intended to benefit the participant in at least two different ways. ``First, it would remove the block many people have that creativity is God-given and very little can be done if you don't have it. Creativity is a gift that all of us possess, although in varying degree, and it is a gift that can be developed to a considerable extent. Creativity is a mind-set of exploration and looking for novel but useful options; it is an optimistic, resourceful mind-set that greatly strengthens the ``can do'' attitude. The manager can also expect to pick up useful tips on how to go about generating novel ideas.''

Going to the second benefit, he says: ``The programme will help the participants see creativity as an extremely important strategic resource of the organisation. They will be enabled to see more clearly the policies, strategies, practices, structures, and systems that can liberate organisational creativity, and make itfructify into a stream of successful innovations.''

Khandwalla gives a break-up of the programme. On the opening day, the highlights will be an introduction and overview of the programme; sharing of expectations; and lectures and discussions on creativity and its advantages. Also, Rajendra Pawar, CEO, NIIT, will speak on creativity at NIIT; Sridhar Tillu, CEO, Hinoday, will share with the participants his experiences of innovations at Hinoday. The second day will pack in topics such as experiencing creativity; models of sustainable competitive advantage; creative competitiveness; and creative learning for sustained excellence. The last day of the programme will have discussions on case preparation of case on Excel Industries; case discussion and sharing by Excel top executive; building a creative organisation and data feedback; creative teamwork for corporate excellence and data feedback; and sharing of learning and action plans.

Although not all entries have come in yet for the programme, the quantumof interest is quite visible. Says Khandwalla: ``A number of companies seem interested. Many of these seem to be professionalising medium-sized companies, transiting from an ownership-management pattern to a substantially professionally managed pattern.''

With the class strength targeted at about 20 top level/senior level executives, many of those eager to join the programme may just have to wait till the next programme on `creativity' is announced. For even at a fee of Rs 30,000 for Indian participants and $1,000 for participants from other countries, the programme will certainly have takers.

And those who make it to the programme slated for next week will have enough room to air their views about the usefulness of the exercise. Says Khandwalla: ``At the end of the programme there is written as well as oral feedback on the strengths and weaknesses of the programme.'' So that one knows whether it's just a fad or a meaningful programme.