Radio interviewer Art & Business is an organisation that develops creative

partnerships between business and the arts. Peter Jones is going to talk

about the company’s ideas and tell us about some of their success

stories. Peter ... maybe you could begin by telling our listeners why Art &

Business was created?

Peter Jones Well, in the twenty first century productivity is no longer a matter

of machines. The success of a company depends on its people and on the

creativity of its people .... It makes sense that the way to increase productivity

is to stimulate creativity.

Radio interviewer And what better way to stimulate creativity than through

reading books.

Peter Jones Exactly. Every reader knows that a good book can stimulate the

imagination and the intellect …get you thinking along lines you might not have

thought of before ... open up new worlds.

Radio interviewer So, have you had any help in setting up the project?

Peter Jones Yes. The London Libraries Agency and an organisation called

The Reading Partnership work with us on this project. We’re trying to use the

power of the written word to motivate staff in the workplace. In a recent survey

seven hundred business leaders were asked which book had inspired them

and had a positive influence on their career. They were able to choose any

kind of book ... any kind at all. Only about 40% chose a business book. Most

people chose a work of fiction; a novel, a play or even poetry.

Radio interviewer How can reading help somebody to become a more

creative worker?

Peter Jones Successful managers need to be well-rounded people. They

need active imaginations. When they interpret fictional scenarios they are

using their creativity. Readers combine imaginative skills with critical

and analytical skills.

Radio interviewer Are we talking about the right and left sides of the brain?

Peter Jones Yes. ... Our logical left side of the brain interprets the language

of a book. The creative right side looks at the forms of expression. The left

side analyses the plot while the right side is more interested in the

relationships between characters – the emotional aspects.

Radio interviewer How does this transfer to the world of Business

Peter Jones Creative ideas make businesses more competitive. Shared

reading experiences improve communication and morale at work.

Radio interviewer Can you give listeners some examples of how this scheme

has been brought –successfully into the workplace?

Peter Jones Employees at WH Smith have stuck poems and quotations

above their desks ... for inspiration

Radio interviewer Well ... WH Smith deals in books. What about other

examples?

Peter Jones The telecommunications company Orange set up a project

called “Talk Books at Work”. They discovered that encouraging employees to

read helped them to develop their linguistic and interpersonal skills.

Marks and Spencer has set up reading groups at work. The groups cut across

the usual hierarchies and working relationships have improved greatly.