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...extremely effective.

Alain Rostain discovered improvisation 1991, while working as consultant for PricewaterhouseCoopers. He immediately recognized its implications for business and began taking classes to become more adept. In 1993, he left to form Creative Advantage, a New York-based consultancy. Early on, he used improvisation as a tool for creativity and brainstorming; now, CA offers a full suite of innovation services. Rostain emphasizes that improvisation is a tool: "Our clients don't buy improv; they buy solutions."

Some of those clients include Kraft, Starbucks, GE, R.J. Reynolds, and Blockbuster, which hire CA to work on projects ranging from reducing costs in a product category to training new managers in conducting difficult conversations.

"Improv in business is exploding. It is a powerful tool that had to overcome the idea that it's some kind of metaphor, or that it's frivolous. Improvisation is about real people doing stuff in the moment," Rostain explains.

Effective improvisation embraces several basic concepts:

* Pay attention and be present.

* Make your partner look good.

* Don't censor yourself.

*...

NOTE: All illustrations and photos have been removed from this article.



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