Creative and innovation process in Dave Stewart’s idea factory

Dave Stewart is best known as a Grammy-winning musician and producer - he was Annie Lennox's bandmate in the Eurythmics and has collaborated with the likes of Bob Dylan and Bono.

The business world was hungry for his way of thinking, and soon he took on roles as U.S. creative director of the global ad shop the Law Firm and "change agent" for Nokia. His company Weapons of Mass Entertainment, an "ideas factory" based in Los Angeles, works with partners including HBO and Virgin Comics on projects in film, television, publishing, theater, and interactive gaming.

Last month Stewart and Mark Simmons published The Business Playground: Where Creativity and Commerce Collide, a guide to creativity and brainstorming that introduces the straight-laced world of business to an artist's approach to innovation. Ian Sanders of CBS‚ BNET spoke with him recently about how to present an idea, why it's better to relinquish control over your ideas, and how businesses can create better environments for innovation.

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